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NEW YORK To pack some star power into its first Hispanic-targeted marketing push, Nestle Waters North America this week signed a two-year agreement with Univision talk show host Cristina Saralegui, who will serve as the spokeswoman for Pure Life bottled water.
The push includes TV, radio, print, the Internet and point of purchase, accompanied by a “Vive Sanamente” message promoting the health benefits of water. The target audience is recent U.S. Hispanic immigrants, moms in particular, who are not acculturated to American products, yet have an affinity for the Nestle name.
“Hispanics
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