Nestle Pure Life's 'Vive Sanamente' Campaign

Brand: Nestlé Pure LifeCompany: Nestlé Waters North AmericaAgency: Castells & Asociados Campaign Title: "Vive Sanamente Nestlé Pure Life" Product Category: Non-Alcoholic BeveragesTime Frame: Fall 2008 Award Category: Multi-cultural/Ethnic Campaign (with no budgetary parameters) Marketing OverviewNestlé Pure Life is focused on a health and wellness strategy, with an objective to become the leader in healthy beverages by highlighting the positive benefits of water as a better choice than sugary drinks. In the face of a health and wellness crisis in the U.S., the brand is taking a leadership role in the movement to encourage families to make healthy choices, especially in their selection of beverages.Hispanic strategy background: Recognizing the importance of the Hispanic consumer in the U.S., Nestlé Waters North America decided to target the segment by leveraging its existing and strong connection with the Nestlé name. The mission was to bring the brand's health and wellness strategy to life for the Hispanic consumer in a relevant and meaningful way. The target is the unacculturated Hispanic mom who, according to research, wants to learn the benefits of water in order to take a more proactive approach toward her family's health. She also relies on figures of authority and trusts brands that she knows.ObjectivesBecome the preferred bottled water among Hispanics, and the health and wellness leaders in the beverage industry.Create an emotional connection with consumers, thereby increasing loyalty.Increase unaided brand awareness, total brand awareness, brand trial and ad awareness by at least 50%. Increase share among Hispanics.Strategy & TacticsNestlé hired Cristina Saralegui, "The Hispanic Oprah," as the brand's spokesperson and developed the integrated "Vive Sanamente" ("Live Healthy") campaign. This approachable and engaging campaign encourages Hispanic families to live a healthier lifestyle by taking such small steps as exercising and drinking water, highlights the health benefits of water, and motivates moms to choose a trusted name like Pure Life. The partnership with Saralegui enabled the brand to communicate its brand message through a celebrity that is not only recognized, but also liked and very well respected by the Hispanic community. Partnering Saralegui with Nestlé was a key strategy in developing an impactful campaign to generate awareness among Hispanic consumers with an educational and inspiring message. Integrated campaign elements: TV (Univision, Galavision and Telefutura): Five 30-second spots, each communicating a specific message regarding health and wellness, bottled water and the brand. The spots featured a spontaneous and approachable Saralegui giving advice to Hispanics -- not as a talk show host, but as a mom, grandma and Hispanic who cares about her family and her community. Print (Ser Padres, Vanidades, TV y Novelas, Cosmopolitan en Espanol and People en Espanol): Creative featured Saralegui communicating a health and wellness message. National promotion: A "Vive Sanamente" contest encouraged consumers to write about the healthy changes they have made in their family's lives. The grand prize was a trip to El Show de Cristina and the opportunity to be featured in a TV commercial. Promotional TV vignettes: Two 15-second vignettes, the first inviting people to participate in the contest and the second featuring the winner of the promotion.Online support: An interactive site for participating in the promotion.Regional radio (five cities) and radio remotes: A branded spot was consistent with the TV and print messages regarding the importance of drinking water; a promotional spot encouraged people to participate in the promotion and gave retailers a 20-second tag.Retail execution: P-O-P materials (standees, case cards, base wraps) invited shoppers to participate in the promotion. On-site "water workshops," held during retail remotes, educated consumers about the benefits of water through games, activities and giveaways.ResultsTotal unaided and total brand awareness doubled (unaided from 7% to 14% and brand from 15% to 30%), brand trial nearly doubled (from 10% to 18%), and ad awareness quadrupled (from 3%-13%).Hispanic volume grew 25% versus the prior year. Positive growth on share (15%) and a 20% increase in velocity. Despite the existing economic crisis, Hispanic share surpassed general market share and remained stable even after the promotion ended.Strong media coverage: About 40 placements in trade publications such as The Wall Street Journal, Brandweek, Adweek, Promo Xtra and Marketing y Medios.

Nestle Pure Life's 'Vive Sanamente' Campaign

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