Nestle cereal and a tweeting bra, how cool is that?

Over the years, breast cancer has always been a topic that brands won’t miss if there is a need for showing corporate social responsibility. It surprised me when I saw Nestle, a food and beverage brand, brought out a “tweeting bra” last year. Recently, during the breast awareness month, Nestle certainly did a great job in advocating the importance of checking your breasts regularly.

This year, Nestle did a social experiment by putting a hidden camera on a women’s bra. The camera record the number of times people checked on the women’s breast. The key message delivered in this campaign is that “you might be surprised how many time your breasts are checked out every day. But when was the last time you checked your own?” Genius right? And it’s all for a good cause.

video: Nestle Fitness bra cam

Looking back at last year’s Nestle Fitness tweeting bra campaign. The tweeting bra has a special mechanism hidden under the hook. Every time the bra is unhooked, it sends a signal to a cell phone. The cell phone will then notifies a server, and the server generates the tweet. It basically can remind you to self-check breast monthly.

Video: Tweeting bra

Although the idea and the campaign itself is pure genius and cleverly done, I still have this question in mind. Where is the product? Where is Nestle Fitness cereal? This campaign can definitely raise women’s awareness for breast cancer, but can it leads to higher sales of the cereal itself? Let me know your thoughts!

Resources:

http://www.brandchannel.com/home/post/2014/09/30/140930-Nestle-Fitness-Bra-Cam.aspx

http://www.dailymail.co.uk/sciencetech/article-2478384/The-bra-TWEETS-Underwear-reminds-Twitter-followers-check-breasts-cancer-symptoms-time-undone.html

http://adsoftheworld.com/media/online/nestle_fitness_tweeting_bra