Nestlé
Surpresa Launch: A Look Back with a Vision Forward

PR

With over a century of operations in Brazil, Nestlé revisited one of its greatest emotional icons from the 1980s: the Surpresa chocolate. The relaunch was much more than the return of a classic – it became a strategic move to support innovation, sustainability, and connection between generations.
Relaunching the Surpresa chocolate transformed nostalgia into strategy, reinforcing Nestlé’s image as an innovative, sustainable brand connected to the future.

The operation was built from a narrative that transcended the product, connecting nostalgia with purpose and presenting Nestlé as an ever-evolving century-old brand. The storytelling integrated ESG, technology, and entertainment, and included the launch of the game “Mundo Surpresa” on Roblox, which brought children and teens closer to the brand’s proposal.

In just 72 hours, more than 140 news articles – featuring in 30 Tier-1 media outlets – achieved a record number of press impressions, earning a spot among LinkedIn’s most-read news, and generating high spontaneous repercussion on social media. The campaign reaffirmed Nestlé’s relevance as an innovative, culturally connected brand committed to the future.

140

news articles published in 72 hours

30

appearances in Tier 1 outlets