Present in 99% of Brazilian homes, Nestlé innovated and, in 2021, entered consumers’ homes in a different way: through clothing, footwear, accessories and decoration items. The initiative was made possible thanks to unprecedented partnerships with Anacapri, Riachuelo and FOM, in the year in which the company celebrated 100 years in the country.
The collaboration of the brands Nesquik, Crunch, Prestígio and Lollo with the fashion retailer Riachuelo has launched clothing, underwear and accessories with the identity of some of the most iconic flavors of the company. “The items created through this partnership keep us even closer to our brand lovers.”, comments Mariana Marcussi, Marketing Manager for Chocolates at Nestlé Brazil.
The collection is on saleno e-commercefrom Riachuelo to the entire country. The idea is that those who consume these chocolates and have a sentimental and nostalgic attachment to the brands, as well as Riachuelo’s customers, are impacted by this collab — a fun collection that rescues affective memories.
MOÇA, the first Nestlé brand in Brazil, is investing to be remembered beyond the kitchen in partnership with Redibra, a licensing and brand extension agency. In this movement, she joined the feminine, light and uncomplicated personality of Anacapri and created the Adocica collection, which featured sneakers, flats, bags and other pieces inspired by the country’s best-known can and peasant.
In a playful way, some of the most famous recipes made with MOÇA Milk were also transformed into 10 different FOM products. The versatile and fun items can be used as pillows and even decorative objects. Natália Goivinho, consumer marketing manager Leite MOÇA, commented a little about the collaborations, check it out:
“In a year full of celebrations, the brand’s main objective was to highlight the power of the female figure and generate rapprochement with the young audience, reinforcing the brand’s purpose of creating sweet moments in the lives of Brazilians. “The partnerships with Anacapri and FOM were the ways we found to materialize this desire. And this is just the beginning of many more collabs to come. We want our relationship with Brazilians to continue beyond the kitchen.”
Recipes Nestlé invests in partnerships
In recent years, Nestlé has invested in partnerships with major brands such as Sadia, Perdigão, Mondial, Hypera and Renata to impact consumers with relevant content. In 2021, more than 60 new recipes were developed with partner brands, in addition to more than 15 videos with unpublished content. Investment in these partnerships increased by 350% over the previous year.
Daniela Marques, marketing manager for Nestlé Recipes in Brazil explained about the brand’s goals:
“We want to be recognized as a platform that brings brands together and offers great experiences. Therefore, we seek long-term partnerships to continue bringing relevant content and news to consumers. The investments with these partnerships give us a great reach in the media. And with that, we were able to reach more people interested in our recipes and in the complete experience that the platform provides.”
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