What could Nestlé do to help people in their fifties have a good life?
“Good lifers” are the generation of men and women in their fifties who are embarking on a new chapter of their life. Their children have moved out of home and they are serenely contemplating retirement. They have a lot of money to spend, are very mobile and active, have plenty of interests and energy and feel 10 years younger. They own latest TV sets, smartphones, tablets, and they love to use the Internet! These “Good Lifers” are positively looking towards the future, want to enjoy their life independently and as long as possible, and are open to new experiences. A good part of them say they are happier than they have ever been before!
Yet something is spoiling the picture… Physical aging! As they grow older, they start to develop the first age-related health deteriorations such as stiff bones, dental or eyesight issues and weight problems. They are becoming more conscious about the immediate need to take care of their nutrition and health for a healthy lifestyle to stay young and independent for as long as possible. Around 50 years old you know you should take care of yourself much more. Although you might know that good nutrition and exercising is crucial, you do not know exactly what to do and how to integrate it in your daily life.
Nestlé is committed to provide people with the best food and drink products at all times. To help this generation of “Good-Lifers”, Nestlé believes that it needs to provide these men and women with a value-adding holistic solution that will enhance their quality of life. But what?
Show us how Nestlé can help “Good-lifers” make the most of their life through an innovative and groundbreaking idea for products, services or devices focused on health and nutrition.
Your idea, presented in an illustrated document of maximum 5 pages, should be a holistic solution, not only a single new food product. We are looking for an experience that takes into account the fact that these people are digitally savvy. The solution should be suitable for everyday usage and that Nestlé would be the best company to provide. This means that it has to be in line with Nestlé’s vision: “Good Food, Good life”.
Please answer three questions in your entry:
- What new value-adding experience will the product / service bring?
- How is this product / service different from what already exists?
- What will specifically attract “Good-Lifers”?
Your solution should be very appealing to the people described in the context section. Remember they are not old!
They are active, full of energy, they enjoy life, they are wealthy, interested in ecology, culture and entertainment. They are tech savvy.
They know that health and nutrition are issues they should take more interest in… but they don’t have the solution that will involve them into these concerns. This is what you need to create.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
Think about a solution that will make these people’s life easier. Of course the obvious things is home delivery of bottled water… but you can go further and think about solutions that are holistic, i.e. leveraging many moments of the day and many food products. For instance it could be a program that tells you what food you should eat according to what activities you have done recently and what kind of nights you had. So let’s say that a dynamic 52-year old woman is back from travelling and she is tired. She connects to a website or through an application and describes her physical state. The system will recommend her to drink Sjora each morning for 5 days (this is a healthy drink from Nestlé). The app will also suggest to have these drinks delivered to her place to avoid her having to go out to buy them. She can get much useful information and some tips to boost her energy. It’s not only an app, it’s also a service that happens in real life.
You could also imagine that Nestlé could partner with a chain of gym clubs to offer personalized programs with a Nestlé nutritionist according to one’s physical state and goals. Nestlé could also provide a wearable device for working out and save important data about the user's activities. The user can track their progress on a Nestlé app that connects them with other people with the same goals.
- #1 獎金 € 4,000
- #2 獎金 € 2,000
- #3 獎金 € 2,000
- #4 獎金 € 1,000
- #5 獎金 € 1,000
Presentations with illustrations and text, Max. 5 pages (PDF only)
We are looking for very inventive ideas of services, products or devices. Put yourself into the shoes of these “Good lifers” to think of an innovative idea that will really add value to their lives.
- Your idea has to be more than just a new nutritious food product. It has to create a new experience or be a service.
- Please provide visual details (illustrations) of your idea.
- Your idea can’t be a medical or clinical solution. Remember Good-Lifers are not ill.
- Entries should be in English.
- 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容)，請在你的媒體描述說明中註明，不管你所使用到的音樂和/或圖片是否為自己創作，請提供授權連結證明你有這些內容的使用權利。