Latin America has long played an important part in Nestlé's history. Brazil was one of the first countries targeted by the original Nestlé company, and is now the group's 4th biggest market by revenues after the US, China and France. Mexico is the 8th. The company began exporting condensed milk to Brazil in 1876, only nine years after the product was invented, and established its first factory there in the 1920s. Soon afterwards, Brazil's government called on Nestle to help solve its massive coffee surplus, leading to the invention of the freeze-drying process behind the launch of Nescafe in 1930. Nestlé is now the leading food company in Brazil, Mexico and Chile, and a dominant player in several other markets including Colombia, Venezuela and Argentina. Its portfolio is made up of a broad selection of international brands, supported by local jewels in each market. Nescafe still dominates the region's instant coffee market, and Nestle is a huge force across Latin America in powdered milk and infant nutrition products, with Ninho, Nido and Nida and other brands, though it still operates a joint venture in some countries with Fonterra for chilled dairy items. In 2002 Nestlé became the #1 chocolate manufacturer in Brazil through the acquisition of local rival Garoto. However, that deal was initially blocked by regulators, prompting a legal battle that has dragged on ever since and is still not resolved. Together, Nestlé and Garoto have more than 55% of Brazil's chocolate market (to 33% for Mondelez' Lacta). Other key local confectionery brands include Prestigio and Galak in Brazil, and Carlos V and Abuelita hot chocolate powder in Mexico. The group has a big presence in Brazil's biscuit sector with Passatempo and Tostines. Abuelita and Carlos V Nescau is the umbrella for a collection of chocolate flavoured drinks and cereals in Brazil, and the group is also a major player across the continent in culinary aids (with Maggi), bottled water (imported brands and local products including Sao Lourenco in Brazil and Sta Maria in Mexico), breakfast cereals and pet food. Most ice cream operations were spun off into the Froneri joint venture with R&R. Laurent Freixe is zone president for Nestle Americas. Juan Carlos Marroquin is president of Nestlé Brasil; Marcelo Melchior heads Nestlé Mexico. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 16th January 2018
Adbrands Weekly Update 27th Jul 2017: Ads of the Week: "Carousel". Here's a great ad from Ogilvy's David agency in Brazil for Nestle chocolate. Directors love the challenge of the one-take shot in which an immensely complicated story sequence happens "live" in front of the camera. This isn't quite that - plenty of cuts here - but it clearly inspired the superbly inventive carousel set in which every element of our heroine's daily routine is connected through trapdoors so that they take place as it were seamlessly one after another. Lovely idea.
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