Nescafé brews up a fresh digital strategy

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

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...

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