The Rs 1,688 crore foods major Nestle India will launch its products with a new packaging and logo in January 2002 to commemorate 90 years of its existence in India.
Advertising agency McCann-Erickson pipped Hindustan Thompson Associates to bag the design mandate and will also handle the promotions for the 2002 celebrations.
A Nestle spokesperson refused to divulge details of the 90-year celebrations. But industry sources said Nestle plans to offer a slew of product-specific schemes and promotions, which could range from price-offs to freebies.
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The company will focus on below-the-line activities, that is, events, promotions and direct marketing, rather than using mass media for the occasion.
It is also designing merchandise such as ties and scarves for its dealers and employees to mark the occasion.
Meanwhile, Nestle is planning to launch ready-to-drink lassi and flavoured milk shortly. It is also looking at the possibility of setting up liquid milk processing centres close to key markets at a later stage. Ice-creams is another segment the company is studying.