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Nescafé, one of the biggest Nestle’s brands, chose Mexico as the first country to migrate its stand-alone websites to the Tumblr platform. We spoke to Leonardo Aizpuru, Group Marketing Manager of Nestle in Mexico City about the rationale for Nestle to initiate the migration in the Mexican market. Aizpuru also told us about how the migration is going to impact his marketing plans.

Nescafé has chosen Mexico as the first country, together with the UK, to move its websites to the Tumblr platform. The move is part of a recently announced decision of one of the biggest Nestle’s brands, to migrate its global and local websites into the Yahoo owned Tumblr platform. We spoke to Leonardo Aizpuru, Group Marketing Manager of Nestle in Mexico City about the rationale for Nestle to initiate the migration in the Mexican market.  According to Aizpuru, “Mexicos is Nescafe’s largest market both online and off-line. Since Mexico has a very high social media penetration, the decision was only natural.”
(BTW: check out this article (“Is there anything besides Nescafe in Mexico?))

Mexicos is Nescafe’s largest market both online and off-line.

imagesAizpuru notes that the migration process has taken more than a year of working together with Nestle’s global team, doing tests and development to achieve the final version. “This will definitely change the way we direct traffic to the site, both paid and organically. Before, our website was only a part of what we were doing. Now it will become the protagonist and will concentrate all of our stories.”

This will definitely change the way we direct traffic to the side, both paid and organically.

Nescafe’s Media Mix

Asked about Nescafe’s Mexico’s media mix, Aizpuru notes that more than 20% of the brands media investment goes to digital media. “We continue to try new platforms in order to help us generate new conversations. Social Advertising, particularly with Facebook with whom we have a global deal is quite advanced. Facebook is also a key partner for the development of our media campaigns.”
(Mindshare is Nescafe’s Mexico’s Media agency.)

Sources at Tumblr also told Portada hbw Tumblrs leverages its Yahoo ownership (although this is not something Nescafe is currently planning to do):  “Tumblr Sponsored Posts can leverage paid syndication to premium placements across the Yahoo network, bringing together the amazing creative on Tumblr with the amplified reach and distribution of Yahoo,” they say.

First International Brand to move to Tumblr entirely

Nescafé becomes the first global brand to move all its international and local websites to the Tumblr platform.The Tumblr spokesperson adds that “they have seen brands  power their dot.coms with Tumblr, but Nescafé’s is s the first leading international brand to move its entire global and local websites to the Tumblr platform.” Ceri Morris / Senior Account Director at Ogilvy Public Relations, who does PR for  Nescafé in the U.S. notes that  “at the time there are no plans to invest in the platform beyond a drive to web strategy in GDN, Facebook, Twitter and YouTube. But as our presence on Tumblr strengthens we will definitively start exploring ways to create bigger synergies.”

Nescafe’s attempts to build stronger relationships with younger consumers, specially as coffee is in the top five conversational topics in Tumblr’s food category, as well as becoming  more mobile friendly.

By moving to Tumblr, Nescafe’s attempts to build stronger relationships with younger consumers, specially as coffee is in the top five conversational topics in Tumblr’s food category, as well as becoming  more mobile friendly. The Nescafé site will host landing pages for offline promotions and feature “buy” buttons, reviews and ratings. Nescafé will also benefit from the mobile friendly Tumblr design. Add to this the SEO benefits of Tumblr users being able to easily reblog owned Nescafé content – creating DoFollow links on the open web – and Nescafé could see a significant uplift in organic search.

“We’re actually moving everything to Tumblr but consumer data,” said Michael Chrisment, Nescafé’s head of global integrated marketing.”Tumblr is unique. It’s an agile, responsive, connected platform, the fastest growing social platform and a fantastic way to connect with younger people.”

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Diet Pepsi ::: Hershey ::: Bud Light ::: Nescafé – agency Marcel ::: Magistral – Grey Argentina :::

Click here for prior Latam Sales Leads issues

  • Diet Pepsi /global

CG8vjt6v_400x400PepsiCo is no longer adding aspartame to its Diet Pepsi in order to reverse poor sales. The brand will replace the much-maligned sweetener with sucralose, which will be combined with acesulfame potassium, or Ace-K.Diet Pepsi last changed its formula in 2013 when it blended Ace-K with aspartame, which had been in use since 1983, according to the trade publication.The change will be made to Diet Pepsi, Caffeine Free Diet Pepsi and Wild Cherry Diet Pepsi in the U.S. New Diet Pepsi cans will include language declaring the soda as “now aspartame free.” The product will begin hitting stores in August and the change will likely be accompanied with new marketing. All other major soda diet brands contain aspartame, including Diet Coke.

  • Hershey/global

twit_icon_400x400Hershey Co. is adding three new agencies to its roster after completing a creative review that began in January.The shops selected tor strategic projects are Anomaly, New York; Barkley, Kansas City; and Argonaut, San Francisco. Incumbents Arnold Worldwide and Havas Worldwide were not part of the review and will remain with the candy giant.Hershey declined to describe the specific brand assignments for its new agencies. Recent additions to the marketer’s brand portfolio include Hershey’s Caramels and earlier this year the company entered the meat snacks category with the acquisition of Krave Pure Foods, maker of Krave premium jerky.

  • Bud Light / Global

JRVKWEyr_reasonably_smallAnheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.

  • Nescafé / Mexico

descarga (4)Under the “It all starts with a Nescafe” concept and Manolo Techera creative direction, Mexican agency Marcel presents its new campaign for Nescafe. The effort includes three pieces: “College Survivor,” “Morning at the office” and “Rushour”.

 

  • Magistral/Argentina

descarga (5)Under Diego Medvedocky general creative direction, Grey Argentina presents Magistral new campaign. The pieces were produced by agency Rebolucion and directed by Javier Usandivaras. Under the concept that washing dishes can be therapeutic, the commercials Toquetón and Tatuaje suggest to meditate daily problems while washing the dishes.

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