Nestlé La Lechera partnered with Axis to launch their first Hispanic Public Relations activation of 2019. The goal was to generate brand awareness of La Lechera’s squeezable bottles and showcase how easy it is to add a drizzle of Un Toque Sweet to any sweet treat.
La Lechera sought out an opportunity to showcase their Condensed Milk and Dulce de Leche squeezable bottles to Hispanic millennial moms in a space they could naturally reach their target audience. By activating an interactive churro cart at the We All Grow Latina Conference, La Lechera was able to engage consumers and generate excitement for newfound ways to use the squeezable bottles as the product provides consumers with ease of use. At the activation site, influencers were then encouraged to share visually appealing images of their drizzle on Instagram using the hashtag #UnToqueSweet as well as key product messaging in order to amplify La Lechera’s activation beyond the conference. By using the hashtag on their Instagram posts, influencers were entered into a contest with the chance to win tech and baking prizes. Throughout the activation, influencers tapped into their nostalgia and told personal stories related to the brand as well as what sweets they enjoy drizzling La Lechera on.