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.

Nestle’s augmented reality game blends technology and fun with solid branding strategy

Nestle logoAugmented reality (AR) advocates say that it’s time for companies to start adding the unique blend of physical and virtual interaction into marketing plans now. While some brands still appear mystified (and scared, perhaps?) of the technology, others are proving that AR can serve as a highly effective, interactive marketing tool. CPG giant Nestle is the latest brand to experiment with AR, using it to turn an ordinary advergame into a memorable experience.

Nestle learns its social media lesson the hard way

Nestle has been in the media a lot lately. And not because of its delicious new Kit Kat flavors. The company has come under fire for using questionable palm oil suppliers for its products. And while the candy giant may be new to social media, it has learned quickly that if you’re going to join the social media game, you have to play by its rules.

After about two months of taking flack on Facebook, Twitter and with real world protests, Nestle has finally relented and bowed down to Greenpeace, and all of its demands on the palm oil issue.

Nestle incites the social media mob after Greenpeace campaign

Corporate responsibility is a tricky issue in an increasingly social and connected world. Consumers now have more means than ever to share and communicate their concerns with how companies do business.

This week, Nestle found itself on the wrong side of an angry group of consumers. And thanks to a few misplaced comments on Facebook, the swell of negative sentiment against the company is still growing.

Do European companies dislike Twitter?

Twitter, the microblogging service that has captured the hearts and minds of some of the internet’s most prominent bloggers and the media, doesn’t get much love in Europe.

This according to a Forbes article entitled “Twitter Not Loved In Europe” which was published yesterday.