Nestle Launches “Construye El Mejor Nido”
The United States is undergoing the most dramatic demographic shift in over a century. The 2010 Census numbers show there are approximately 50MM people of Hispanic descent living in the United States, which represents 16% of the total U.S. population. To reach these consumers, Nestle USA has launched Construye el Mejor Nido (“Create the Best Nest”), a new communication platform that uses Nestle’s nutrition, health & wellness expertise to help Hispanic consumers nurture a fulfilling family life.
The Construye el Mejor Nido platform includes the following elements:
|Spanish-Language Television: 76% of Hispanic consumers watch Spanish language television. Three emotional television ads were developed to demonstrate how Nestle products fit into Hispanic consumers’ everyday life and help them to nurture their family’s lives. The ads also leverage and reinforce Nestle’s iconography of the “nest” in the Nestle corporate logo which conveys family, trust and well-being to Hispanics. This is the first time that this has been brought to life in the U.S.|
|Social Media: Facebook reaches 98% of Hispanic women 35-49 who go online. Facebook.com/ElMejorNido was created so that consumers can engage with the brand and each other, find cultural connection and share recipes and tips. The Facebook page also features contributions from Hispanic bloggers who represent a variety of Latino backgrounds.|
|Bilingual Lifestyle Website: 52% of Hispanics are online, and 47% visit Spanish-language sites daily. A new bilingual website, www.ElMejorNido.com, is designed for Hispanic families and features Hispanic bloggers and tips, articles, recipes and videos on food, wellness, culture and parenting. The site provides families with the tools to “create their best nests,” and includes an option for visitors to opt-in to receive ongoing communications that provide nutrition tips, new product introductions, ideas for connecting with their culture and special offers.|
|In-Store Marketing: Research indicates that Hispanic consumers shop multiple channels each week, so Construye El Mejor Nido will reach Hispanic shoppers in both independent and mainstream stores through culturally relevant in-store circulars, bilingual door hangers, and recipe booklets.|
|Engaging Sampling – Sampling is an important means for consumers to try new products. Nestle is partnering with Hispanic families as part of their real life celebrations via the distribution of “Fiesta Packs” filled with Nestle products, recipes, and party supplies. The packs provide consumers with high value samples, while introducing them to new products.|
Construye El Mejor Nido has been well received by consumers, with traffic to the website and Facebook page exceeding expectations. This is in large part due to the credibility and strong equity that the Nestle name has with consumers. This new program marks many firsts for Nestle including:
- 1st integrated multi-brand platform that crosses both consumer & shopper in the U.S.
- 1st time Nestle USA will invest behind the Nestle brand in a corporately branded TV campaign
- 1st time Nestle iconography of the “nest” is leveraged and brought to life in the U.S.
- 1st time Nestle USA will leverage its strong equity and drive associations between the Nestle brand and individual brands
For more information, visit elmejornido.com or Facebook.com/ElMejorNido.