The six-month campaign will leverage Alibaba’s online and mobile marketplaces, media platform and rural services under a “Planet of Wonders” theme.
The campaign began this week with a three-day “Super Brand Day” promotion on Tmall.com featuring 154 products from 30 of Nestlé’s brands—67 of which were new to Chinese consumers.
These included Nido milk powder from the Netherlands, Nestlé Damak chocolate from Turkey, Nescafé Gold from France, and Nestlé and Wyeth infant nutrition products from Switzerland, Britain and Germany.
"There is no better place than China to start the story of the next 150 years. Consumers here are very discerning and adapting to technology faster than almost anywhere else in the world,” said regional Nestlé executive Wan Ling Martello.
Alibaba said that its vast ecosystem powered by Big Data has made it possible to enable a “digital transformation” for companies like Nestlé in China through brand-building and customers relationship management.
The Swiss company will also tap into a virtual reality campaign on Alibaba-owned Youku Tudou, one of China’s top online video and streaming service platforms, marking the first time the portal has worked with a brand partner on a virtual reality campaign in China.
“We will continue to expand on our partnerships and infrastructure to deliver access to the widest selection of the best products from around the world to consumers, whether they live in Beijing or a rural village in the farthest edges of the country,” said Daniel Zhang, Alibaba Group’s chief executive.