In 2010, Nesquik had the opportunity to be on TV again – for the first time in 30 years. The resulting spot “When I grow up”, featured kids sharing their dreams while preparing all the different formats of Nesquik. The quikcalcium message from the previous campaign was expanded to “quikmilk delivers calcium, vitamins and fun” interspersed with the kids vignettes. “When I Grow Up” achieved the second highest animatic scores that Nestlé had ever tested. Moms appreciated the rational, nutritional product information paired with the portrayal of the cute kids talking about their dreams. And many of the verbatims indicated that the spot was working in moving mom’s past chocolate milk barriers to purchase Nesquik more often.