Branding copywriting - Nesquik

They'd had some brand guidelines written for Quicky, the Nesquik bunny, but they weren't terribly...well...Quicky. Over-long and laboured, they not only missed the energy and fun that is Quicky, they would also be pretty opaque to the many among their global target audience for whom English was not a first language.

“Hi – I’m Quicky!”

I’m Quicky, the NESQUIK bunny, and when you talk about NESQUIK, you need to talk about me. I’m what NESQUIK is all about: fun, energy and life! So when you think ‘NESQUIK’, think ‘Quicky’ – and please make sure you get me right!

Here are some things you need to know about me.

My ears
I’m not a big rabbit, but fortunately I have big ears. When I drink NESQUIK, they spin round like helicopter blades and lift me into the air. And I use them, too:

· To help me get my point across clearly
· To help me get my friends out of tricky situations

My walk
I have a very laid back walk, except when I have one of my great ideas, which usually happens when I drink NESQUIK – or I’m trying to get some.

My friends say I am…
Their best friend. I’m cheeky but never rude, full of energy and ideas, and I’d do anything for them – even give them my last NESQUIK! I’m:

…healthy and active:
· NESQUIK helps me live life to the full
· Everything I do shows my Appetite for Life
· I like taking my friends on exciting adventures
· I don’t mind who wins, but I love to play

…mischievous:
· I’m 10, ok? That’s what we’re like
· I always have a cheeky grin and a twinkle in my eye
· I like to play jokes and make my friends laugh
· …but I’d never do anything mean

…friendly:
· I get on with everyone
· I’m cheerful and easy-going
· Even my friends’ mums seem to like me!

…smart and inventive:
· You never know what I’ll think up next
· Things seem to happen when I’m around
· Some of my best ideas come after a glass of NESQUIK

Some things I like to do
I like to do the kind of things any 10 year-old would do (or would like to do).

Indoors/at home:
· I like comics and cartoons, music and movies
· I like parties – and I like to give them
· I help my friends with their problems
· I know what’s going on and what’s what
· I like the sports my friends like

Outdoors:
· I like playing games and doing sports with my friends
· I like adventures, and new experiences
· I like playing in the park and having picnics
· I like it when everyone’s having fun

And of course though I’m not ‘perfect’, there are some things I would never do, like be mean, rude or violent, use bad language or shout, or smoke, drink or steal.

Me and mothers:
When you’re talking to mothers I’ll be around, but probably in the background.

I don’t talk about things like nutrition – I’m 10! I’m about kids and fun, not mums and serious stuff. But I think mums like to see me - playing in ads, on the pack, maybe just my grin or my thumbs up.

Me and children:
I know you need to talk to mums, but it’s good to talk to kids too (if you have the money). And if you do, remember I’m not just ‘one of the gang’ – I’m a natural leader: the 10 year old every other 10 year old would like to be friends with.

Make sure you give me the right clothes and shoes and other stuff, so kids want to have me around and to be seen with me. See the Quicky image library for tips & ideas, and get me right in everything you do: on pack, in print, POS and TV ads.