• by Karlene Lukovitz  @KLmarketdaily, August 7, 2008

For its first national marketing campaign targeted to U.S. Hispanics, Nestlé Waters North America has signed a two-year spokesperson deal with Hispanic TV personality Cristina Saralegui.

The integrated, multimillion-dollar, Spanish-language campaign for Nestlé Pure Life is themed "Vive Sanamente" (Live Healthy) and includes: 15- and 30-second TV ads on Univision, TeleFutura, Galavision and Vanidades; 60-second radio spots in Los Angeles, New York, Houston, Phoenix and San Antonio; and full-page print ads in Ser Padres, Vanidades, TVyNovelas, Cosmo en Español and People en Español. The ad campaign was created by Castells & Asociados.

The ads feature Saralegui addressing health topics, including how to minimize risks such as obesity and diabetes, with an emphasis on the role that drinking water plays in promoting good health--as well as the importance of choosing a trusted brand like Nestlé.

The Nestlé brand already has high awareness and trust among U.S. Hispanics--not only because of its exposure in the U.S., but because of the many food and beverage products (although not bottled water) marketed by the brand in Latin America, points out Pure Life brand manager Carolina Rodriguez. Saralegui, host and executive producer of "El Show de Cristina," one of the highest-rated programs on Spanish-language television, is also well known and trusted by the U.S. Hispanic community.

The combination adds up to a "great partnership" that will "remind consumers to choose water over beverages with calories and caffeine, and choose Nestlé because it is a brand that cares about the Hispanic community," says Rodriguez.

The marketing campaign also includes public relations, a nationwide contest, and a significant in-store promotion element.

The contest, kicking off this month, invites consumers 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 television commercial for the brand.

Retail point-of-purchase programs include special product displays, shelf-talkers and a "Vive Sanamente" tips brochure that includes a sweeps entry form and a $1 coupon for Pure Life. More than 200,000 of the brochures will be distributed through stores nationwide. (Consumers can also enter the contest through its Web site, www.vivesanamentenestle.com.)

The regional radio spots include messages that direct consumers to local retailers that are featuring the promotions. "In addition to raising awareness of Nestlé Pure Life, we wanted to ensure that consumers would see the product and the promotions when they go into stores," Rodriguez says.

The campaign's results will be assessed based on the number of retailers supporting it, as well as its impact on sales volume, share, brand awareness and purchasing intent, according to Rodriguez.