I think this is a clever and inexpensive way for a brand to gain recognition, it also illustrates the importance of PR. Nestle is a brand that has been around forever and I'm sure they probably have excelent customer satisfaction results. But what does a company like nestle do when thier sales begin to stagnate? There is no real way to improve on the product without taking significant risks. The run a PR campaign like this one to bring brand awareness to customers that probably love their product but have just forgotten that they do.
This story also highlights the power of facebook because I'm sure nestle created a fan page for themselve maybe a couple thousand joined. But the real power of facebook comes from its friend of friends. Like the author of this post said, they saw it on a friends status and were not necessarily part of Nestle's fan page.
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