Nestle Turns Exercise Bikes Into Road Bikes to Promote Active Lifestyles

Ties in With TV Ad Encouraging Kids to Get Up Off the Couch

Published on May 28, 2014

Editor's Pick

As part of a new stance to combat sedentary lifestyles among kids, Nestle-owned malted chocolate beverage brand Nescau started a project to encourage people to take their unused exercise bikes and transform them into road bikes ready for the street. The project, by JWT Brazil, is being promoted by this film showing the first three bikes to be transformed, and the twitter hashtag #bikeNescau. The approach ties in with the brand's TV campaign in which a child literally becoes part of the sofa because he spends so much time on it.

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May 28, 2014

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