Juan Carlos Motta of Nestle: Hispanics have made our products a part of traditional Latino celebrations

Juan Carlos Motta, head of Nestle’s Emerging Markets Division, explained to PRODU the recent communications strategy developed to connect the brand with Hispanics.“Our segment in the United States includes Latino women who are quite naturally blending elements of Hispanic and American cultures. To connect with them, we know it’s really important to have a presence on multiple screens to help and encourage them to enjoy the culture their own way,” Motta said.About the upcoming strategies developed for the brand, the executive said that Nestle Abuelita and Nescafe Cafe de Olla (Mexican style chocolate and coffee, respectively) will be focused on the traditional Day of the Dead celebrations. “Our consumers in Latin America have been using our brands on this holiday for many years, and we think now is the perfect time to help Latinos celebrate it in line with their own culture here in the United States,” he said.On social platforms like {Facebook;www.Facebook.com/ABUELITA}, the brand provides consumers with a place where they can find recipes based on Nestle products, along with tips on the best way to celebrate traditional Hispanic festivities. Motta said it is very important for the brand to have a presence in social media like Facebook, Twitter and Pinterest, at the same time noting what a towering influence bloggers have won for themselves. “There’s no denying that their readers are very loyal and have a lot of faith in them. For that reason bloggers play such a vital role in our Day of the Dead program,” he said.