Latest news with #DanielJhung
Forbes
11-04-2025
- Business
- Forbes
When Marketing Plans Meet Reality: Coffee Mate's "The White Lotus" Moment
Nestle's Coffee-mate and HBO's The White Lotus collaborated on special flavors. The season finale ... More had a major surprise in store for the brand. In the fast-paced world of marketing, even carefully planned campaigns can take unexpected turns. Coffee Mate's recent collaboration with HBO's The White Lotus shows how brands must be prepared to pivot when reality doesn't match the marketing plan. [Spoiler Alert - details of the final episode of The White Lotus Season 3 follow.] Coffee Mate had partnered with HBO to release two limited-edition creamers themed around the show's third season set in Thailand: Thai iced coffee and piña colada flavors. What the Nestlé-owned brand didn't know was that in the season finale, poisoned piña coladas would become a central plot point. A character nearly kills his family using the drink spiked with seeds from a poisonous tree. Coffee Mate marketers responded perfectly to the unexpected plot twist on Instagram So what happens when your branded piña colada creamer suddenly shares the spotlight with a murder plot involving poisoning the same tropical drink? 'Poison' is an association food brands usually try to avoid. When the episode aired, Coffee Mate's marketing team responded swiftly on Instagram with a simple yet perfect message: "Well this is awkward." That single post resonated with consumers and other brands alike precisely because it acknowledged the unexpected connection in an authentic way. This rapid response was possible because of Coffee Mate's approach to marketing. As Daniel Jhung, president of Nestlé USA's coffee and beverage division explained to the Wall Street Journal, they operate with "a virtual war room" during key events. They observe reactions in real time and respond quickly without requiring multiple approval layers. Anyone who's worked in marketing knows the frustration of waiting for approvals while a timely opportunity slips away. The Coffee Mate team's ability to react wouldn't have been possible without proper empowerment. As Jhung noted, "If they've got to go through five layers of approval, you're not going to be able to do these things in real time." Some marketers still operate with rigid approval structures, which can kill momentum and relevance. For Coffee Mate, these entertainment collaborations are more than just flavor extensions. They are intended to make the brand "be part of the zeitgeist and pop culture, and resonate with young consumers," according to Jhung. By aligning with buzzy properties like The White Lotus, the brand positions itself within conversations that traditional advertising can't penetrate. Of course, there are risks when plot lines are closely guarded secrets. Marketers face a delicate balance: When do you amplify a moment, and when do you let it naturally fade away? Coffee Mate is taking an organic approach to this unexpected attention. Jhung notes, "If the conversation naturally dies, then it'll die. But sometimes it brings new life because someone says something clever, or another brand says something else, and you can continue the dialogue." The Coffee Mate Instagram account responded to many comments on their original post but didn't add new piña colada or White Lotus content. This case offers a few valuable takeaways for marketing leaders: Whether this unexpected connection helped or hurt Coffee Mate's piña colada creamer sales remains to be seen, but the brand has already won by demonstrating marketing agility at its finest. The ability to pivot gracefully might just be the most valuable marketing skill we can develop.
Axios
28-01-2025
- Business
- Axios
Nestlé opens $675 million coffee creamer facility in Glendale
Nestlé, the world's largest food and beverage company, is officially opening a $675 million coffee creamer manufacturing plant Tuesday in Glendale. Why it matters: The project was heralded as a major economic development win when announced in 2022 — Arizona beat New Mexico and other states vying for the project, the Phoenix Business Journal reported — and is expected to create 300 jobs in the region. Zoom in: The Glendale plant will produce several of Nestlé's creamer brands, including Coffee mate, natural bliss and Starbucks Coffee At Home. The facility will be one of the company's most "technologically advanced," allowing it to create innovative products, Nestlé USA president of beverage Daniel Jhung told Axios via email. The intrigue: Nestlé is going all in on at-home coffee customization, and the Glendale plant will significantly expand its capacity to do so, the company said. Per Nestlé's research, Americans (especially Generation Z) view home-brewed coffee as an affordable treat and are increasingly interested in personalizing their creations with syrups and creams. Nestlé expects its brands to deliver new products with unique textures and flavors, like cold foam and floral flavors, in 2025. Zoom out: Nestlé has two other facilities in Arizona – a Purina pet food manufacturing campus in Flagstaff and a facility in Prescott for its Health Science division. What we're watching: The company said it's working with ASU on water conservation strategies. The Glendale plant is equipped to recycle up to 75% of its treated water, per Nestlé.
Associated Press
28-01-2025
- Business
- Associated Press
Nestlé Expands U.S. Manufacturing Network with Opening of State-of-the-Art Beverage Factory and Distribution Center in Arizona
In celebration of the opening, Nestlé is donating $100,000 to St. Mary's Food Bank to support food distribution and job training efforts in Glendale and across Arizona ARLINGTON, Va., Jan. 28, 2025 /PRNewswire/ -- Today, Nestlé USA announced the grand opening of its new beverage factory and distribution center in Glendale, Arizona. The new facility will produce creamers for several of Nestlé's go-to brands, including Coffee mate®, natural bliss® and Starbucks®, and has the ability to extend to additional beverages in the future. Today, people enjoy coffee and creamer beyond their morning routines, embracing more drinking occasions throughout the day. Additionally, consumers whiten more than 70% of their cups of coffee, with this number expected to increase as younger generations drink more. As the leader in the refrigerated creamers space, Nestlé is poised to capitalize on this opportunity, and with an investment of over $675 million in the Glendale facility, Nestlé is growing its manufacturing network to deliver for these consumers today, and into the future. 'Coffee culture is booming across the U.S. as consumers seek more options for customization and experimentation when it comes to their coffee at home. As the definitive leader in the refrigerated creamers space, we are focused on delivering on those consumer needs to drive the growth of our business and the category. This new facility was built with the flexibility needed to support innovation, and will play a key role in helping us deliver for our customers and consumers now, and in the future,' said Daniel Jhung, President of Coffee & Beverage for Nestlé USA. 'We are grateful for the warm welcome we have received from the city of Glendale and the state of Arizona, and we look forward to growing alongside this thriving community.' Investment in U.S. Manufacturing & Sustainability The new location marks Nestlé USA's 20th food and beverage factory and is the latest in its more than $3 billion investment to enhance its manufacturing capabilities across the U.S. over the past several years. The 630,000-square-foot facility is outfitted with advanced technology and digital tools, enabling the flexibility to shift production based on changing consumer needs, trends and even seasonality. Its opening brings 300 jobs to the Glendale community and places Nestlé closer to its West Coast retail customers. Building on its years of work and progress to help create a more sustainable future, Nestlé designed the new Glendale facility with sustainability at the forefront: The factory is equipped with water management tools to recycle and repurpose up to 75% of its treated processed water, with the aim to continuously improve its recycle and reuse capabilities. To further this impact for the facility and community, Nestlé is partnering with students and researchers at Arizona State University to continue exploring innovative water management technologies and waste stream optimization. The factory produces creamer bottles that are recyclable and made from food-grade recycled plastic. The factory is zero waste for disposal, meaning it recycles, composts or recovers energy from waste materials that would have otherwise gone to a landfill. Renewable electricity is being utilized by the factory to help reduce carbon emissions. 'The city of Glendale is honored to partner with Nestlé to bring jobs to our community and advance our economy as a hub to propel the food and beverage industry forward,' said Glendale Mayor Jerry Weiers. 'Nestlé's presence will have a lasting and positive impact to pave way for our city's vibrant future.' The Glendale facility adds to Nestlé's factory presence in Arizona, joining both Nestlé Purina in Flagstaff and Nestlé Health Science in Prescott. Supporting the Local Community As part of its mission to unlock the power of food to enhance the quality of life for everyone today, and for generations to come, Nestlé is committed to having a positive impact where we live and work. Today, Nestlé is also announcing a donation of $100,000 to St. Mary's Food Bank. This donation will provide enough food for 500,000 meals and supports St. Mary's work to distribute food at no cost to millions of people, along with providing tailored job training to those facing employment challenges throughout Arizona. The company has already been engaged in the Glendale community by volunteering with local organizations including The Mission Continues and is fostering the next generation of manufacturing talent by inviting local high school students to the facility to learn about manufacturing career opportunities. Nestlé USA Nestlé USA is committed to unlocking the power of food to enhance quality of life for everyone, today and for generations to come. The company's food and beverage portfolio includes some of the most recognizable brands in the United States, including Coffee mate, DiGiorno and Nestlé Toll House. Nestlé USA also boasts the largest coffee portfolio in the U.S., including Nescafé, Starbucks Coffee at Home and Seattle's Best. Nestlé USA is part of Nestlé S.A., headquartered in Vevey, Switzerland — the world's largest food and beverage company, which has been named among 'The World's Most Admired Food Companies' by Fortune magazine for more than 25 consecutive years. For more information, visit
