Marketing

GLENDALE, Calif., March 4 /PRNewswire-HISPANIC PR WIRE/ -- NESCAFE(R) CLASICO(TM) will launch a national retail promotion, "Dale Color a tu Cafecito" that celebrates both the art of togetherness and the Latino culture, by bringing home artistic images of special places in Mexico with a set of limited edition NESCAFE CLASICO mugs.
(Logo: http://www.newscom.com/cgi-bin/prnh/20090304/LAW027LOGO)

Each mug is beautifully decorated with artwork representing a touch of Veracruz, Oaxaca, Xochimilco and Guanajuato and will be available to consumers as a set of four. The works of art from the collectible mugs will be the inspiration of a mural project sponsored by NESCAFE CLASICO that will be brought to life by local renowned Latino artists in Los Angeles, Chicago and Houston. The mural exhibition will be part of "Dale Color a tu Cafecito" local celebration that will also include free community events with music, dance and art workshops.

Traditionally "un cafecito" (a small cup of coffee) marks the beginning of a conversation, a friendship, and sometimes even romance. It is an invitation that someone makes with the intention of getting to know one another.

"The artists selected play an important role in their respective communities and have demonstrated a true passion for their work and their Latino culture," stated Elizabell Marquez, NESCAFE CLASICO Marketing Manager. "The 'Dale Color a tu Cafecito' murals will allow artists to bring their art to the public eye in celebration of their heritage and the community will be able to continue enjoying the works of art at home with their NESCAFE CLASICO collectible mugs," she added.

Artists Silvana Paredes from Los Angeles, Laura Lopez Cano from Houston, and Robert Valadez from Chicago have been specially selected to display their talent in key community locations that will ultimately help beautify their communities and establish a sense of pride among their neighbors. Throughout the painting process and development of the mural in each city, the local community will be invited to an intimate celebration, "Momentos de Cafecito" (coffee moments). The final unveiling of the murals will take place on March 14th in Los Angeles, March 21st in Houston and March 28th in Chicago. At these events, NESCAFE CLASICO will be inviting the community to celebrate in the unveiling of the artwork and will also be making a donation to local non-profit organizations as part of their commitment to the arts.

"NESCAFE CLASICO's 'Dale Color a tu Cafecito' free events will be a great way to bring the community together in a fun and enriching activity. It also represents an opportunity for the entire family to stay connected with their culture and learn about the impact murals have had in history, in particular from famous Mexican muralists like Orozco, Siqueiros, and Rivera," stated Elizabell Marquez, NESCAFE CLASICO Marketing Manager. "Notably, it will all begin with a 'cafecito' - a small cup of coffee."

To receive a limited-edition set of four artisinal mugs, customers are asked to send in 2 UPCs (bar codes) of NESCAFE CLASICO Regular 7 oz., 10.5 oz., or NESCAFE CLASICO Decaf 7 oz., a store receipt and $3.95 for Shipping and Handling. Offer ends on 8/14/09. Customers can obtain more information on the limited edition mug offer, which can be found in the specially marked jars of NESCAFE CLASICO for details.

About NESCAFE(R) CLASICO(TM)
NESCAFE(R) CLASICO(TM) is the leading coffee for Latinos in the U.S. It is 100% pure coffee, made from a blend of selected coffee beans, carefully roasted to capture its full flavor and aroma. NESCAFE CLASICO has a unique taste and is a familiar "cafecito" that Latino consumers know and love from home.

NESCAFE CLASICO pure instant coffee is available in 1.7oz., 3.5oz., 7oz. and 10.5oz. sizes. NESCAFE CLASICO Decaf is available in 3.5oz. and 7oz. sizes. NESCAFE CLASICO is the fastest growing brand in the instant coffee category with distribution nationwide in the U.S.

About Nestle USA
Named one of "America's Most Admired Food Companies" in Fortune magazine for the eleventh consecutive year, Nestle USA provides quality brands and products that bring flavor to life every day. From nutritious meals with Lean Cuisine(R) to baking traditions with NestlE(R) Toll House(R), Nestle USA makes delicious, convenient, and nutritious food and beverage products that enrich the very experience of life itself. That's what "Nestle. Good Food, Good Life" is all about. Nestle USA, with 2007 sales of $8.25 billion, is part of Nestle S.A. in Vevey, Switzerland - the world's largest food company - with sales of $90 billion. For product news and information, visit Nestleusa.com or NestleNewsroom.com.

SOURCE NESCAFE CLASICO