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Bringing Social Media and Coffee Consumption up to speed in Mexico

by on July 4, 2010

Social media in Mexico is sort of in the early stages of popularity. Blogging would be USA circa 2000 where a blog was still just something people did as a personal journal online. So all in all Mexico is 10 years behind in social media development (in comparison to the United States). I believe this is a good think for companies wanting to sell and promote their products in Mexico. Why you may wonder? Because it is an opportunity for different companies to promote themselves as “The Face of Social Media.” Need an example? Lets take Nestle coffee.

Nestle plans to invest $390 million in Mexico for coffee processing, article here, yet besides processing coffee to serve the American and European markets, Nestle has an opportunity to make coffee drinking “cool” in Mexico by infusing traditional media with new media and driving traffic to a company’s online development.

An article written by Kaitlyn Wilkins, vice president of digital strategy at Ogilvy worldwide, addresses the fact that the cost for television advertisement is low. This means that Nestle can afford to invest in ad buys during popular and even niche entertainment programs. The commercials promoted should lead to opportunities on the Nestle social media pages, such as Facebook and twitter (for starters) offering prizes and discounts to customers who go on those pages and actively participate. This will do two things 1. Brand Nestle coffee as the cool drink for the 18-24 year old demographic that is currently involved in social media 2. Increase traffic and engagement in social media.

Nestle can do more than just use Mexico to create its Nescafe Instant coffee, the company can start from Mexico promoting coffee consumption, selling coffee, re-branding Nestle, re-branding coffee and bringing the social media arena into Mexico’s mainstream.

From → Mexico

One Comment
  1. Your opening point about Mexico being 10 years behind the US is a dangerous way to start your post without some resources or data to back up that estimation. Assuming it is true, though, your point about there being an opportunity for a company to become the face of social media within Mexico is certainly true. Your core suggestion in the post talks about buying relatively low priced TV ads to drive people to social media sites, but you need some more details or thoughts on what someone would actually do on those sites and why they would interact. Are prizes and discounts enough to get people to think coffee is the cool drink? What about other sites besides Facebook and twitter that might be more popular for Mexicans? Ultimately this post needed some more detail both to support your initial assertion but also around what Nestle specifically could do to achieve the goal you mentioned of being the “cool” drink for 18-24 year olds. (3)

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