SOLON, Ohio— Nestle Carnation Evaporated Milk today introduced a new mobile website and custom iPhone application targeted directly at Hispanic consumers. The mobile website and application draw recipes from the
brand’s MiCocinaLatina.com website, delivering valuable product and brand
engagement right to consumers’ mobile phones.
Both the mobile website and the iPhone app present content in Spanish and
English languages. The mobile website offers full search capabilities of
more than 300 recipes for web-enabled phones. The iPhone app provides
similar capabilities, with a richer user experience. The iPhone app also
offers a clever little twist on standard recipe search: with a shake of the
iPhone, the user can generate a “random” recipe, adding a little fun to the
experience. The “Shake” of the iPhone app is a visual and tactile extension
of the actual Carnation Evaporated Milk can, which you also shake before
using its contents in your cooking.
According to the Pew Internet & American Life Project, in 2009 more than 47
percent of Hispanics had used a handheld device to go online, compared to 28
percent of whites. Carnation brand managers implemented the mobile program
to respond to this trend and to put recipes in consumers’ hands, where they
could more likely use them at the point of purchase.