There are brands that have always been present in people’s lives. The milk nest It is a childhood staple; then they come Nesquik or Vascolet to make breakfast and snacks more tasty. Sooner or later you will succumb to the temptation of chocolate Kit Cat and they are accompanied with one Nescafe.
is behind all of these products Nestlea company that has been in Argentina for more than 95 years and responsibly assumes the mission of respecting this tradition and embracing it with innovation and sustainability in order to respond to the growing demands of its consumers.
“We have traditional and popular brands, but also a huge responsibility: to continue to innovate, improve nutrition and accompany people in all phases of their lives,” he confirms. Veronica RosalesDirector of Communications and Public Affairs, Innovation and Head of Sustainability at Nestlé Argentina, Uruguay and Paraguay.
“Brand communication is often viewed globally and we take the strategies that fit our market and develop them further in each individual market.”explains the strategy for getting the message out for each of these products.
Many of these brands are distributed in the three Southern Cone countries where Nestlé operates. “This allows us to benefit from global strategies but always adapt them to local realities,” adds Rosales. And in terms of communication, the goal is clearly defined: “We want to reach consumers better. Build strong brands and be close to consumers.” It is important to be in line with what the brand proposes. That’s why we have to listen to the consumer and understand the context.”
The practical manifestation of this process is this Expansion of the product portfolio with the Cold Nescafé, Dolce Gusto Frappé and ready-to-drink varietieseverything in line with the trends set by the market. In the same way is that Nesquik with less sugar. “Beyond tradition, To stay current, you need to understand how the consumer is evolving“Rosales points out these launches.
Changing consumer demands go beyond questions related to the taste or nutritional properties of the products manufactured by Nestlé. Today there is a strong concern about this sustainabilitya topic that occupies an important place on the company’s agenda: “There are more and more consumers who pay attention not only to whether they like the product, but also to how it was made, what values the company behind it represents, and in Argentina, despite the economic difficulties that we have had, we also see a consumer who is more aware of the impact of the issue of climate change.”
Nestlé provides concrete examples of these sustainable practices. The Nescafé lid was always red. It was almost a signature of this brand. That has changed. “The red lid was iconic, but it was more difficult to recycle. We decided to replace it with a transparent one and explain it to the consumer,” reveals Rosales. “Three years ago we managed to collect and recycle the same amount and type of plastic that we brought to market.”he hints. And he makes it clear: “We can’t do it alone: we need the consumer. If they don’t separate the waste, it’s impossible.”
There is no doubt: sustainability is another core value that needs to be taken into account on a daily basis. Nestlé has integrated it together with tradition and innovation to realize what Rosales defines as the company’s identity: “It is the leading food and beverage company in the world and is extremely committed to improving the quality of life of people today and for future generations.”
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