Pioneers in advertising, Juicy Juice, adds Twitter feeds to ads

Nestle’s Juicy Juice campaign is breaking new ground in online advertising by incorporating a live Twitter feed into ads to be placed in various places on the Internet. Other companies have experimented with hosting a live Twitter feed with varying degrees of success – most notably Skittles earlier this year.

The campaign by Nestle will place ads in websites specifically targeting mothers such as BabyCenter and CafeMom. The ads will pose questions such as “How do you stimulate your child’s mind?” to which mothers – or anyone – can tweet responses that will show up in the ads.

What makes this different than past advertising experiments using Twitter is that Nestle will actively moderate the content before it is posted. Many people feel this is where past campaigns have failed. In past campaigns it has been brand hi-jacking and vandalism that lead to the brand eventually shutting down the Twitter feed. In this case where marketers are targeting mothers with children a certain level of moderation is absolutely necessary.

It will be interesting to see how much of a resource the ads become for mothers or if the moderation will
limit the content to brand friendly messages. This is a question that I am sure Nestle is thinking about a
lot. To give the space credibility it has to be open to all ideas that are helpful to new mothers, whether or not that puts their brand in the best light. This means that discussion of brands that are not Nestle controlled must be allowed.

This is a tough situation for any brand in a space like this; how much freedom do you want to give users? If
you stick to your own message you may lose credibility but you won’t be promoting negative content. By having an open discussion about the pros and cons of the product may go a long way in developing trust between the brand and mothers in an industry where trust is everything.

Juicy Juice is a relatively new product that claims to support children’s mental and physical development by
providing specialized fruit blends with flavour names such as Immunity and Brain Development.