Nestle Shifting to Digital Advertising

Manila Bulletin, November 28, 2013 | Go to article overview

Nestle Shifting to Digital Advertising


Nestle S.A., the worlds leading nutrition, health and wellness company, is slowly shifting into the digital advertising which is expected to grow two notches higher to 12-14 percent on the average globally from the current 10 percent in its total advertising expenditures although more developed countries have already reached 20 percent and above. Visiting Nestle Executive Vice President Patrice Bula told reporters yesterday that social media plays a new role in the way how a brand behaves and communicates. Although traditional advertising still dominates the way how a product or a brand is promoted, Bula said the digital world already accounts for 10 percent of its advertising exposures on the average and is growing 2 percent to 12 to 14 percent. More developed countries, however, have higher digital advertising budget of 20 percent and above. The Philippines, Nestles 10th largest market globally, is among those countries with digital advertising budget of 10 percent, Bula said. Bula cited the case of its chocolate brand Kit Kat, which tie-up with the digital world via the Android, is making waves online. The Google KIT KAT partnership did not only make headlines but has become a trailblazer of sorts, a rather un-Nestle move. Android is the operating system that powers over 1 billion smartphones and tablets. Since these devices make lives so sweet, each Android version is named after a dessert: Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, and Jelly Bean. As everybody finds it difficult to stay away from chocolate Google has decided to name the next version of Android after one of the worlds favorite chocolate treats, Kitkat Since its roll-out on October 31 and made available in 19 countries, Kit Kat has record tweets of 1.6 billion and that 60 percent of conversation is about Kit Kat. It shows a new way of how a brand behaves and communicates and as part of life of people. The world of social media is a world of instant and quick so increasingly build the brand, Bula said. …

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