Nescafé, the world's biggest coffee brand, is setting new standards for digital marketing both within its parent company and across the consumer-packaged goods (CPG) industry as a whole.
"We've become the number-one brand when it comes to digital at Nestlé," Michael Chrisment, Global Head of Integrated Marketing/SBU Beverage at Nestlé – which originally launched the Nescafé brand in 1938 – said at the Chief Digital Officer Global Forum held at CES 2017. "And we were far from being the number one a couple of years back.
"We've doubled our investment in digital every year, so, now, we're close to a...