NESTLÉ® ABUELITATM, the uniquely authentic sweet Mexican hot chocolate with a hint of cinnamon, and NESCAFÉ® Café de Olla, an instant coffee blended with cinnamon and a touch of sugar, announce the launch of a program specifically designed to encourage Latinas to enrich their lives with culture and celebrate Día de los Muertos... a su manera (Day of the Dead… their own way). To help them infuse their personality into this beloved Hispanic holiday focused on remembering loved ones who have passed, the brands, which are traditionally enjoyed in Mexico during these festivities, will provide inspiration and drive conversations via social media; offer free samples; and have a presence at the 13th annual Día de Los Muertos event to be held at the historic Hollywood Forever Cemetery in Los Angeles on Oct. 27, 2012.
“Our Latina consumer is confident, expressive, and receptive to blending elements from both of her Hispanic and American cultures on a daily basis. Holidays – such as Día de los Muertos – provide her with the perfect occasion to further showcase this dynamism,” said Juan Carlos Motta, head of Nestlé’s Emerging Markets division. “Día de los Muertos has been celebrated for centuries around Latin America, and is equally embraced by the U.S. Latina community today. We’re proud to align NESTLÉ® ABUELITATM and NESCAFÉ® Café de Olla to such a rich cultural holiday that gives our consumers the opportunity to embrace and vivir cultura a su manera (live culture in her own way).”
In the weeks leading up to Día de los Muertos, the brands will launch portals on Facebook (tab on www.Facebook.com/ABUELITA) and Pinterest that will inspire Latinas through Día de los Muertos-themed imagery; videos of consumers and other influencers sharing how they celebrate the holiday in the U.S.; tutorials on applying catrina (lady death) makeup, and for those less adventurous, a Facebook app that will allow them to convert an uploaded image of themselves into a catrina; additional “how-to’s” on creating papel picado (decorative paper) and altars at home; and tips to personalize “traditional” Day of the Dead fare with NESTLÉ® ABUELITATM and NESCAFÉ® Café de Olla. At the same time, consumers in Southern California will be treated to samples of the beloved brands at key Hispanic festivals and retail locations, receive instant rebate coupons and more.
To round-out the program, the beverage brands will support the 13th annual Día de Los Muertos event at the Hollywood Forever cemetery on Sat., Oct. 27, an occasion for the Los Angeles community to showcase how it has embraced the holiday and made it its own. As part of the day-long festivities, NESTLÉ® ABUELITATM and NESCAFÉ® Café de Olla will be the official sponsors of the Altar Competition in which consumers have the opportunity to win up to $3,000 in cash by creating an altar that reflects their own take on Day of the Dead. Additionally, consumers will be able to sample the hot chocolate and coffee, get their pictures taken at a photo booth that will instantly upload their images to their social networks, and receive instant rebate coupons that can be used to purchase NESTLÉ® ABUELITATM and NESCAFÉ® Café de Olla at retail stores throughout the region.
For more information or to speak to a brand representative about NESTLÉ® ABUELITATM and NESCAFÉ® Café de Olla’s Día de los Muertos program, please contact Alejandra Calva or Melissa Carrion at (212) 219-0321.
About NESTLÉ® ABUELITATM
For more than 60 years, NESTLÉ® ABUELITATM has played an essential role in the lives of Hispanic consumers. The tradition of drinking NESTLÉ® ABUELITATM hot chocolate has been passed from one generation to the next creating special moments with family and loved ones. Its chocolate and cinnamon flavor paired with a rich and frothy consistency makes this hot chocolate uniquely special.
About NESCAFÉ® Café de Olla
Inspired by a traditional Mexican preparation method, NESCAFÉ® Café de Olla is an instant coffee blended with cinnamon and a touch of sugar. The brand provides comfort and warmth through its intense aroma, delicious flavor and tradition, creating a one-of-a-kind and vibrant experience with every cup. NESCAFÉ® Café de Olla is part of the NESCAFÉ® family which coffee lovers throughout Latin America, Mexico and the United States have enjoyed for more than 70 years.
About Nestlé USA
Named one of “The World’s Most Admired Food Companies” in Fortune magazine for fifteen consecutive years, Nestlé provides quality brands and products that bring flavor to life every day. From nutritious meals with Lean Cuisine® to baking traditions with Nestlé® Toll House®, Nestlé USA makes delicious, convenient, and nutritious food and beverage products that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Nestlé USA, with 2011 sales of $10 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2011 sales of $94 billion. For product news and information, visit Nestleusa.com or NestleNewsroom.com.