Nestle Waters Steps Up Hispanic Campaign

In its first national marketing campaign targeting Hispanics in the U.S., Nestlé Waters North America has signed a two-year deal with Hispanic television personality Cristina Saralegui to become a spokesperson for Nestle Pure Life, mediapost.com reported.

The multimillion-dollar Spanish-language campaign, "Vive Sanamente" (Live Healthy), includes 15- and 30-second television ads on Univision, TeleFutura, Galavision and Vanidades, as well as 60-second radio spots in L.A., New York, Houston, Phoenix and San Antonio, the Web site reported.

It also includes full-page print ads in Ser Padres, Vanidades, TVyNovelas, and Spanish editions of Cosmo and People. The ad campaigns, created by Castells & Asociados, feature Saralegui addressing health topics such as how to minimize risks of obesity and diabetes.

The ads emphasis the role 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 marketed by the brand in Latin America, Pure Life brand manager Carolina Rodriguez told mediapost.com.

Saralegui is host and executive producer of "El Show de Cristina," one of the highest-rated programs on Spanish-language television. She is well known by the U.S. Hispanic community.

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