Aug 8, 2008 6:04 AM, PROMO Xtra
First Hispanic Campaign Debuts for Nestlé Pure Life
Nestlé Waters North America has signed a two-year partnership with Cristina Saralegui, an internationally acclaimed Hispanic television personality.
Saralegui will be the spokesperson for Nestlé Pure Life and will appear in print and broadcast ads, P-O-P materials, in an online campaign and PR programs as part of the company’s new Vive Sanamente (Live Healthy) marketing campaign, which launched this week.
“The agreement marks Nestlé’s first national marketing campaign targeting the Hispanic market,” Carolina Rodriguez, the brand manager for Nestlé Pure Life, said in a statement.
A supporting contest kicks off this month that lets consumers write in about healthy changes they have made in their lives. The grand prize is a trip to El Show de Cristina in Miami and a chance to be featured in a television commercial for the brand. People can enter at http://www.vivesanamentenestle.com/.
Entry forms are also incorporated into a P-O-P Vive Sanamente tips brochure and include a $1-off coupon on a Nestlé Pure Life multipack. More than 200,000 brochures will be distributed to consumers through Nestlé retailers nationwide.
Saralegui is the host and executive producer of El Show de Cristina. Time magazine reported that she is one of the 25 most influential Hispanics in America.
Castells and Asociados created the print and broadcast ads. The 30- and 15- second spots are airing on Univision, Telefutura, Galavision and Vanidades. Sixty-second radio ads are running in Los Angeles, New York, Houston, Phoenix and San Antonio. Full-page print ads are in Ser Padres magazine, Vanidades, TVyNovelas, Cosmo en Español and People en Español.
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