Nestle - "Day of the Dead" Event

Story

Seeking to capture modern Latinas while recognizing this audience’s propensity to living culture their own way, Nestlé USA aligned its NESTLÉ Abuelita and NESCAFÉ Café de Olla brands to one of the most celebrated and dynamic holidays―Día de los Muertos (Day of the Dead). 

 

Havas FORMULATIN was charged with developing and executing a comprehensive PR program to encourage consumers to celebrate this holiday a su manera (in their own way) with the beloved beverage brands.

 

Tactics

  • Engage with Hispanic and general market media and bloggers through press releases and themed pitches
  • Leverage cultural experts to provide tips to consumers on how to celebrate Día de los Muertos a su manera, including instructions on how to make papel picado, put on catrina makeup, and make specialty recipes using Nestlé brands
  • Orchestrate a day-long immersion on the DDLM holiday and brands with top Latina blogueras, key influencers among our target, at the Nestlé USA headquarters
  • Coordinate and facilitate a media tour with Juan Motta, brand director, and cultural expert Daniel Galo in LA focused on the brands’ program and historical insights on the holiday
  • Send media a DDLM mailer including Nestlé product, personalized calavera poem and thematic items
  • Develop DDLM giveaways with key media
  • Participate in cultural events to drive awareness and provide product demo opportunities

Results

  • Generated 602 placements surrounding the program within five weeks, equating to more than 139 million impressions and more than $1.1 million in ad equivalency
  • Secured participation in the immersion from 14 influential Latina bloggers, who in turn recommended Nestlé’s brands to readers and encouraged Latinas to personalize their Día de los Muertos celebration, garnering 1 million gross impressions as a result of the event
  • Conducted various in-person, phone and email interviews with outlets such as LA TV, Univision 34, La Opinion and Huffington Post Voces
  • More than 40,000 people celebrated cultura a su manera with the Nestlé brands at the Hollywood Forever DDLM event

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345

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