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Interactive sites for Juicy Juice, Nesquick, others
WITH A NEW ONLINE strategy, Nestle USA is looking to upgrade four of its major kids food brands online with new Web sites featuring big-time, high-trafficked games from popular Web gaming sites.
Starting next month, Nestle, through its Internet entertainment agency, the Ayzenberg Group, Pasadena, Calif., will launch a number of new Web sites for its Nesquik, Juicy Juice, SweeTARTS, and new Juicy Juice Score! brands.
Key to Nestle's aim is building Web sites in which it licenses popular games that kids want to play for a long time. Thus, Nestle is taking versions of games from established kids and gaming sites such as Viacom's Nick.com and Macromedia's Shockwave.com and retrofitting them with an outer "skin" to fit Nestle's brands. Nestle's strategy to set up individual Web sites is quite different from what its competitor Kraft Foods' Nabisco does with the arcade site Candystand.com, which is very kid-focused.
Nestle is also working to include parents in the process; all of Nestle's new Web activity will be linked to...