GLENDALE, Calif. -- Nestle USA has forged a large-scale marketing partnership between its Nestle Nesquik brand and sports network ESPN that includes prominent and targeted convenience store exposure. Between May 1, 2011 and August 15, 2011, Nesquik and ESPN are teaming up to provide "The Ultimate Pass," an on-pack instant-win promotion providing consumers the opportunity to text their back-of-label code for a chance to win one of 10,000 prizes. Four grand prize winners will also win the Ultimate ESPN Experience--a backstage tour at ESPN's headquarters.
Last year, Nestle [image-nocss] launched its direct-store-distribution (DSD) sales model, representing a step forward in enabling the company to broaden the scope and number of locations that carry Nesquik and expand consumers' ability to find their favorite Nestle beverages wherever and whenever they shop.
Marketing initiatives like the Nesquik/ESPN promotion are essential to generating consumer awareness and demand for Nesquik products given this expanded availability and distribution potential, with the end goal of assisting Nestle's salespeople and distributors with increasing placement of Nesquik on retailers' shelves, the company said.
This marketing initiative between Nesquik and Bristol, Conn.-based ESPN was specifically designed with the convenience store channel in mind, the company told CSP Daily News. Nestle has developed in-store point-of-sale (POS) materials designed to be displayed at the point of purchase for the single-serve product, which is most suited for a c-store environment.
C-stores are a critical channel not only for Nesquik, but for the sale and distribution of all beverages within the DSD portfolio. With the launch of Nestle's DSD model, the company was able to broaden the number and type of locations which can now carry these beverages. Nestle's $670 million plant in Anderson, Ind., was built to enable the DSD model, which includes aseptic production capabilities, which allows Nestle's network of partners and distributors save on refrigeration and transportation costs and increases access to previously underutilized channels like c-stores.
The marketing investment being made by Nestle into the upcoming partnership between Nesquik and ESPN demonstrates the emphasis the company places on helping distributors expand to the crucial c-store market, said Nestle.
Glendale, Calif.-based Nestle USA brands include Nestle Toll House, Nestle Nesquik, Nestle Coffee-Mate, Stouffer's, Lean Cuisine, Hot Pockets And Lean Pockets Brand Sandwiches, Nescafe, Nescafe Taster's Choice, Nestle Juicy Juice, Buitoni, Dreyer's/Edy's, Nestle Crunch, Nestle Butterfinger and Wonka. Nestle USA, with 2009 sales of $10.4 billion is part of Nestle SA, Vevey, Switzerland--the largest food company in the world--with 2009 sales of $99 billion.
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