With Mexican families scattered, Chocolate Abuelita positions its grandmother as a reuniter

Nestlé’s Abuelita is a traditional hot chocolate brand in Mexico, where it was established 70 years ago. To mark the anniversary, the brand wanted to salute families that have grown with the product, since Chocolate Abuelita has always been synonymous with home and hearth. Nowadays, however, families are scattered in different states or countries; many are without fathers. A commercial features a grandmother (“abuelita”) reflecting that “It has been more than six years since I saw them all together. We sometimes talk or write to each other, but it’s not the same. There are a lot of us. There are nephews and grandchildren I don’t even know.”

The tagline, “70 years joining Mexican families,” reflects the insight that a grandmother has the power to unite families. Positioning a brand as a facilitator of reunions, and spotlighting the idea that there’s always a reason for families to gather, is popular in this age of far-flung relatives and reliance on digital communications. The idea seems to strike a chord worldwide, from the U.S. (we’ve written about Tostitos’Reunite America” campaign) to Australia (Nescafé’sGet a little closer”) and the U.K. (a National Rail effort).

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