Advertising Genius

I'm doing a project evaluating Nestle's effectiveness in the Asian marketplace (specifically in Tokyo, Beijing, and Shanghai). It's an interesting project to do since we have a group of 4 people and we're limited to 10 pages in our report. Here's what I think is the most brilliant marketing idea Nestle has had thus far:

This advertisement appears on the back side of the ticket to tour the Forbidden City in Beijing. Think of it this way: advertising on the entry pass to one of the biggest cultural landmarks in China. Locals frequently visit the site, and it's one of the major tourist attractions in China as well. Can you think of a better way to get your brand name out there among the local and touring population?

This tops even the neon billboards Nestle had in Shanghai. It's subtle, but recognized. Even if you're not immediately enticed to buy a Nestle ice cream bar you'll probably be putting their advertisement in a scrapbook somewhere when you get home. Not even Coca-Cola or Pepsi can claim that their ads from foreign markets are found framed, laminated, or otherwise displayed in American households. I can think of at least thirty companies that would be jealous of Nestle's positioning in Beijing if they were only aware of it. I wonder how many other cultural icons are used for convenient advertising elsewhere in the world ... it's really a great idea.

Too bad I didn't think of it first.