CMC Honors Nestle with the 2020 Marketer of the Year Award
T
he Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced today that Nestle USA is the winner of the 2020 CMC Marketer of the Year Award.
Nestle 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, Nestle USA will accept the award and will discuss Nestle'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. Nestle 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 Nestle is ahead of the game, said CMC Chair Gonzalo Del Fa, president of GroupM Multicultural. In the last year, and throughout the last decade, Nestle 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 Nestle'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. Nestle 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, Nescafe Clasico has increased market share and continues to develop the soluble coffee business. Nestle 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
Nestle'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, Dia de los Muertos, Mother's Day and more. Additionally, Nestle has made it a priority to recruit employees of all backgrounds, with nearly half of Nestle 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.
✔️ CMC Honors Nestle with the 2020 Marketer of the Year Award
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