In the new edition of the program ‘Brands and Markets’ the guest Bernardo León, Head of Marketing & Consumer Communication of Nestle Peru, explained the company’s tactics to strengthen the emotional bond of its brands with Peruvian consumers.
“More than 50% of our income comes from local brands, which demonstrates the strength and connection they have with the public,” said León, thinking about Sublime, whose recent campaign “Only a Peruvian knows” boosted national pride by remembering that it is “the chocolate of Peru.”
He also points out D’Onofrio as a mega brand, for unifying its lines of panettone and ice cream under the same emotional motto: “Close to you.” “We want to reflect the real closeness that D’Onofrio has with Peruvians, beyond the categories,” he clarified.
It is important for him to combine Nestlé’s global vision with local needs, comparing Nescafé, which adapts to the common consumption hours of Peruvians, with Kirma, a Chiclayan brand, which is the favorite of the common Peruvian household.
It also points to Purina as a successful brand, focused on promoting the relationship between people and their pets.
The executive added that Nestlé’s success lies in uniting its global strategy with the demands of the Peruvian consumer. “Rigidity comes from adapting to each market.”
Receive your Perú21 by email or Whatsapp. Subscribe to our enriched digital newspaper. Take advantage of the discounts.
RECOMMENDED VIDEO
