GREENWICH, Conn. -- As the centerpiece of a new Hispanic marketing campaign, Nestlé Waters North America has signed a two-year partnership agreement with Hispanic TV personality Cristina Saralegui. Under this agreement, Saralegui will serve as spokesperson for Nestlé Pure Life bottled water, appearing in print and broadcast advertising and online on behalf of the company 's new Vive Sanamente (Live Healthy) marketing campaign, which launched last week.
Saralegui, host and executive producer of El Show de Cristina, one of the highest-rated programs on Spanish-language TV, [image-nocss] is also being featured in point-of-purchase consumer brochures and public relations programs.
“Vive Sanamente marks the Nestlé Pure Life brand 's first-ever national marketing campaign targeting the Hispanic market,” noted Carolina Rodriguez, brand manager of Nestlé Pure Life. “We are so pleased to have someone of Ms. Saralegui 's reputation and position to serve as a messenger to the Hispanic community about the valuable benefits of drinking water and choosing a trusted name like Nestlé Pure Life. Cristina 's brand name recognition among Hispanics in the U.S. and Latin America is unparalleled.”
The national and regional print and broadcast advertising, created by Castells and Asociados, and includes 15- and 30-second TV spots on Univision, Telefutura, Galavision and Vanidades; 60-second radio advertising in Los Angeles, New York, Houston, Phoenix and San Antonio; and full-page print advertising in Ser Padres magazine, Vanidades, TVyNovelas, Cosmo en Español and People en Español.
This advertising campaign is complemented by a national promotion with a contest, which alsokicks off this month. Consumers are invited to write in and tell Nestlé Waters about the healthy changes they have made in their families ' lives. The grand prize is a trip to El Show de Cristina in Miami and the opportunity to be featured in a TV commercial for the brand. Consumers have access to contest entry forms through their local participating retailer or via the official sweepstakes website, www.vivesanamentenestle.com. Entry forms are incorporated into a point-of-purchase Vive Sanamente tips brochure, with a $1-off coupon on a Nestlé Pure Life multipack. Nestlé Pure Life brand is distributing more than 200,000 brochures to consumers through its retailers nationwide.
Nestlé Pure Life is a brand of major bottled water manufacturer Nestlé Waters North America, based in Greenwich, Conn. It also makes Nestlé Pure Life Natural Fruit Flavored Water Beverage.Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.