How can a leading brand adapt to changing consumer behavior in uncertain times?

This was the exact question Nestlé faced in Brazil during the height of the pandemic. The company needed to ensure its messaging was optimized to maintain brand loyalty. As a premium brand they needed the right communications to drive sales across diverse categories and consumer segments – and they needed to do so fast!

Nestlé turned to SKIM for communications insights on how to quickly update messaging for the Brazilian market. By taking an agile, mobile-first research approach, the company quickly learned how to balance messaging around quality, cost, functional benefits, and brand superiority.

At IIEX Latin America we shared how Nestlé applied SKIM’s Psychological Distance communications framework to capture consumer attention, maintain brand loyalty and drive sales in Brazil.

Language: Spanish
Subtitle: English

What attendees learned

  • How Nestlé tackled communications challenges in Brazil during the height of the pandemic
  • How Nestlé engaged internal stakeholders in the message development process and quickly activated insights to speed up the launch of new creative
  • How Nestlé applied consumer psychology principles and SKIM’s Psychological Distance framework to improve brand messaging, including examples from in-market campaigns
  • The mobile-first research approach that allowed Nestlé to be agile in its response to changing consumer behavior


Patricia Fujisawa, Research Manager – SKIM

Patricia has extensive experience running analytics for pricing studies in Brazil for CPG clients, including working on complex conjoint studies. In addition, she has extensive experience running communication, concept and LOT research studies.
Nestle consumer insights Brazil
Milena Shimizu, Consumer & Marketplace Insight Manager – Nestlé

Milena Shimizu manages consumer insight for Nestlé Brazil. She has more than 15 years of experience in the market research industry generating assertive and strategic insights for better business decisions which contribute to sustainable growth and positive impact in people’s lives.

About IIEX Latin America

For over 9 years, GreenBook’s IIEX events have captivated audiences from around the world with a single goal in mind – building community. As a result, IIEX is more than an event, it’s an opportunity for researchers, analysts, marketers, brands, business leaders and data enthusiasts alike to share, amplify, connect, and learn about the newest, most promising and innovative ideas the market research industry has to offer.  

Recognized by some as the “TED of insights”; IIEX Latin America connects some of the most brilliant and influential presenters all across the America’s from places like Mexico, Argentina, Colombia, Peru, Brazil, Chile and more!