Nestlé Waters has built a full-time digital lab, stationed in Salesforce’s New York offices. With the lab, Nestlé joins an expanding list of companies that have already set up their own internal digital centers, from Mastercard to Marriott.
Aimed at improving personalized communications with its consumers and building an engaged community around its brands, Nestlé Waters’ “Consumer Engagement Center,” built in partnership with Salesforce, will serve eight Nestlé Waters brands, including Pure Life, Poland Spring, Perrier and S. Pellegrino among others.
“With the way digital is changing consumer’s lives, our mission as marketers is also evolving,” said Antonio Sciuto, CMO of Nestlé Waters North America. “Marketing today is about providing personalized consumer experiences — so what we’re trying to do is not just do brand campaigns, but have two-way conversations, nurture communities and really be a companion to our consumers.”
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Article source: https://digiday.com/brands/inside-nestle-waters-new-digital-command-center/
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