[Agency: Havas Formula]
Challenge: 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 with one of the most celebrated and dynamic holidays: Día de los Muertos (Day of the Dead). Havas Formula 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.
Actions: We engaged with Hispanic and general-market media and bloggers through press releases and themed pitches, leveraging cultural experts to provide tips to consumers on how to celebrate Día de los Muertos a su manera: how to make papel picado, put on catrina makeup, make specialty recipes using Nestlé brands and more. We also orchestrated a daylong immersion about the holiday and brands with top Latina blogueras at Nestlé USA’s headquarters and coordinated and facilitated an L.A. media tour with brand director Juan Motta and cultural expert Daniel Galo on the same topics. We participated in cultural events to drive awareness and provide product demos. A Día de los Muertos media mailer including samples, a personalized calavera poem and other thematic items, plus key media giveaways that we developed, rounded out our program.
Results: In five weeks, we generated 602 placements equaling almost 140 million impressions (more than $1.1 million in ad equivalency). Our agency secured participation in the immersion from 14 influential Latina bloggers, garnering 1 million gross impressions as a result of that event. We conducted various in-person, phone and email interviews with outlets such as LA TV, Univision 34, La Opinión and Huffington Post Voces. And the brand came very much alive when 40,000-plus people celebrated cultura a su manera with the Nestlé brands at the Hollywood Forever Día de los Muertos event.