A. M. 
Alonso Zuniga / Photographer / Producer
Nestlé and its brand NESCAFÉ launched the new communication campaign of the #1 instant coffee in El Salvador, “NESCAFÉ Crea tu mundo”, in which it seeks to inspire consumers to take control of their lives and create a better world through creativity and determination to generate significant changes.
“Crea tu mundo” reaffirms NESCAFÉ’s purpose to continue betting on the entrepreneurship of salvadorans who wake up every day with an idea to develop, a dream to fulfill or a goal to achieve.
“We are initiating a new stage of communication of our NESCAFÉ brand, with messages full of energy for salvadorans to continue enjoying the flavor and aroma that inspires them, demonstrating that a cup of NESCAFÉ can make a difference”, said Katherine Gomez, NESCAFÉ brand manager for Nestlé El Salvador.
Through this new campaign NESCAFÉ will continue to exalt the benefits of an entire portfolio of instant coffee brands that accompany the daily lives of salvadorans and can be enjoyed at any time, including Nescafé Listo, Nescafé Clásico and Nescafé Gold.
As part of the NESCAFÉ Crea tu mundo campaign and to exalt salvadoran pride, NESCAFÉ launched the NESCAFÉ Tazas Edición Plaza Libertad promotion. On this occasion, the iconic red NESCAFÉ mug is decorated with an illustration of one of the symbolic places of the salvadoran capital, Plaza Libertad in the Historic Center of San Salvador.
Through this promotion, salvadorans will be able to purchase, for a limited time, their red NESCAFÉ mug with the Plaza Libertad illustration for the purchase of a 200g jar of Nescafé Clásico or Nescafé Listo, consumers will be able to get one of these exclusive mugs as a gift at any supermarket in the country.
Strengthening coffee growing in El Salvador
“With 70 years of being present in El Salvador, NESCAFÉ is part of the essence of creative men and women who move every day to evolve their history, contribute to their country and create their own world. We want to continue accompanying them in this process, not only through a coffee made with care and the highest quality standards, but also with a company that believes in the potential of Salvadorans and invests in the reactivation of this sector”, said Andrés Calatroni, general manager of Nestlé El Salvador.
In addition to this action, Nestlé supports the youth coffee sector with the Young coffee growers program, an initiative that seeks to improve the quality of life of young coffee growers through orientation, training and the creation of agro-entrepreneurial opportunities. Through virtual courses the young people are trained in nutrition and hygiene, barismo, cupping, sustainable coffee growing, as well as human rights, among other topics.
To date, the program has benefited more than 41,000 young people in more than 20 countries where these courses have been given. In El Salvador more than 1,800 young coffee growers have benefited, contributing to the professionalization and innovation of the coffee sector in the country.
The virtual programs for young coffee growers will begin next august, offering more young people in El Salvador the opportunity to continue with their education and training.
Young Coffee Growers is part of the Nescafe Plan that Nestlé promotes in alliance with the United States Agency for International Development (USAID) and the Fundación COHONDUCAFE. The program includes classroom spaces in Honduras and Nicaragua, and virtual courses available to all.
This is how Nestlé and its brand NESCAFÉ share the new message of a brand that will continue to offer a high quality product, with the support of a company committed to the growth of salvadorans and the progress of the country.
