Nestle

How Nestlé uses a start-up mentality to drive innovation

With over 2,000 brands under its umbrella, Nestlé is one of the world’s biggest companies. According to Pete Blackshaw, however – vice president of digital and social media – its success stems from thinking much smaller.

Speaking at Socialbakers’s Engage Prague event last week, Pete suggested that a start-up mentality is the key to innovation with Nestlé. Here are a few key takeaways from his talk.

Rubio Water: not every marketing opportunity is worth pursuing

Marketers have more channels than ever in which to hawk their wares, and combined with our 24/7, media-obsessed culture, marketers arguably have more opportunities than ever to reach consumers.

For better or worse, marketers are under enormous pressure to capitalize on these opportunities. But increasingly, it’s worth asking: just how many of them are really worth pursuing?

This is a question the marketers behind Poland Spring had to answer when United States Senator Marco Rubio needed a sip of water during his televised response to President Barack Obama’s State of the Union address on Tuesday. Yes – he happened to reach for a bottle of Poland Spring. Rubio’s thirst-quenching move was likely seen by millions and, perhaps undeservedly, became one of the biggest highlights on one of the biggest nights in U.S. politics.

Kit Kat uses AR app Blippar for Euro 2012 promotion

Nestle has unveiled a new augmented reality (AR) promotion on its Kit Kat wrappers that allows customers to play virtual football using their smartphone.

By scanning the packaging with free AR app Blippar users can access the Euro 2012 table football game where they have to build a high score by saving as many shots as possible.

All scores will be posted to the game’s league table and one person will be chosen at random to win €2,012.