March 03, 2020

The Culture Marketing Council: The Voice of Hispanic Market (CMC) announced today that Nestlé USA is the winner of the 2020 CMC Marketer of the Year Award. Nestlé joins a prestigious short list of elite brands that have received the award, including AARP, Ford, McDonald’s, Sprint, State Farm, Toyota and Walmart. Alicia Enciso, CMO, Nestlé USA will accept the award and will discuss Nestlé’s efforts and commitment to their multicultural audience at CMC’s 2020 Annual Summit. The session will take place on Wednesday, April 29 at the Westin Times Square in New York City.

“This recognition by the Culture Marketing Council is an incredible honor, and representative of our hard work and dedication for the last decade,” said Enciso “Prioritizing our multicultural audience is incredibly important to ensure that we are inclusive and that we positively impact the community and the growing majority.”

To be considered for this prestigious award, companies had to demonstrate a top-down commitment to multicultural marketing and significant spending commensurate with the opportunity in marketing efforts targeting Hispanics. Nestlé has been committed to advertising to the multicultural market since 2010, with product categories more than doubling with Hispanic audiences.

“We are living in a time where brands are being forced to step up and appeal to an entirely new audience, and Nestlé is ahead of the game,” said CMC Chair Gonzalo Del Fa, president of GroupM Multicultural. “In the last year, and throughout the last decade, Nestlé has taken the time and creativity necessary to become a frontrunner in the Hispanic market across its multiple brand portfolios.”

  • Abuelita, one of the most traditional brands from Nestlé’s portfolio, has been able to reach millennials beyond expectations, connecting with multigenerational households and younger consumers. The brand has created very appealing content to bicultural Hispanics utilizing digital media to present the brand in very relevant contexts, winning awards for its digital activations and recently partnering with Ximena Sariñana.
  • Coffee-mate (CM) is the market leader in creamers and currently has more penetration with Hispanics than with non-Hispanics.
  • Outshine introduced all-natural fruit bars “paletas” that successfully compete with traditional Hispanic brands. Nestlé created partnerships with relevant brands like Tajin and utilized Univision’s DR talent Argelia to establish a strong bond with this target. The brand now has higher awareness, consideration, and trial with Hispanics than with “general market” consumers.
  • Hispanics represent twice the growth rate  for Hot Pockets.
  • For more than five years in a row, Nescafé Clásico has increased market share and continues to develop the soluble coffee business. Nestlé created and maintains a partnership with superstar Ricky Martin that has brought a fresh outlook for the brand and category, doubling its market share.
  • NIDO continued  its compound annual growth and has created a new segment in the milk nutrition category for toddlers.
  • Over 50 percent of Nesquik’s growth comes from Hispanic sales

Nestlé’s 360 approach also extends beyond brand-specific efforts and into their corporate offices. They encourage employees to keep cultural values alive through sharing recipes on blog posts to connect with consumers in celebrating key holidays like Three Kings Day, Día de los Muertos, Mother’s Day and more. Additionally, Nestlé has made it a priority to recruit employees of all backgrounds, with nearly half of Nestlé MBA candidates coming from diverse backgrounds, including Hispanics.

Taking place April 27-29 at the Westin Times Square in New York City, the CMC Annual Summit is the premier Multicultural Marketing Conference featuring dynamic and interactive sessions with notable newsmakers, C-suite leaders and top trendsetters in the industry. This year, the summit will focus on the rise of the multicultural majority with thought-provoking content to arm a new generation of culture creators with proven strategies to make an impact in today’s complex marketplace.

For more information, visit culturemarketingcouncil.org and follow CMC on Facebook and Twitter at @cmchispanic using the conference hashtag #RightNow.

About CMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Culture Marketing Council: The Voice of Hispanic Marketing is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.

Nestlé USA is committed to enhancing quality of life and contributing to a healthier future for individuals and families, for our communities and for the planet. The company’s food and beverage portfolio includes some of the most recognizable brands in the United States including Coffee mate, DiGiorno and Nestlé Toll House as well as category disruptors such as Sweet Earth, and are in nearly every home in the country. With Nescafé, Nestlé Starbucks Coffee and Chameleon Cold Brew, Nestlé USA also boasts the largest coffee portfolio in the U.S. Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food and beverage company, which has been named among “The World’s Most Admired Food Companies” by Fortune magazine for twenty-three consecutive years.  For product news and information, visit Nestleusa.com or Facebook.com/NestleUSA.

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