Ep 135: Nestle's Orchid Bertelsen on Strategies that Scale Across 30+ Brands (And the Metaverse)

DTC Podcast · with Orchid Bertelsen · September 7, 2021 · 51 min

Summary

This episode offers a rare look into how a CPG giant like Nestlé innovates within the DTC space across its 30+ brands. Orchid Bertelsen, Head of Consumer Experience, Strategy, Technology, and Innovation, shares how Nestlé launches internal brands, quantifies strategic test success, and explores emerging technologies like AI and the metaverse. It's a must-listen for operators navigating brand innovation, large-scale stakeholder management, and future-proofing their DTC strategies.

Key takeaways

• Nestlé employs a structured innovation process to launch new internal brands, emphasizing careful stakeholder management across its vast portfolio.
• Success of strategic tests is quantified through specific metrics, allowing Nestlé to objectively evaluate and scale initiatives.
• Nestlé is actively exploring emerging technologies like AI (e.g., 'Ruth, the Cookie Coach' a digital human) and the metaverse to enhance consumer experience and engagement.
• Private labels hold an inherent advantage in the CPG market, a factor Nestlé considers in its competitive strategies.

Themes

Topics covered

Episode description

Subscribe to DTC Newsletter - https://dtcnews.link/signup Welcome to the DTC podcast. Today we sat down with Orchid Bertelsen, Head of consumer experience, strategy, technology and innovation - Nestlé USA to discuss how the corporate giant behind thousands of recognizable brands like Hot Pockets, San Pellegrino, Haagen Daz and Kit Kat thinks about innovation in the DTC Space. Orchid’s a brilliant strategist and a master collaborator, working with over 100 stakeholders across 30 brands on any given week. In this interesting and wide-ranging conversation we cover: How Nestle launches internal brands Meet Ruth, the Cookie Coach, Nestle’s first Digital Human How Nestle Quantifies success from strategic tests Why Private Labels have an unfair advantage Nestle’s Metaverse Plans What AI really means in CPG (plus my thoughts on AI butlers of the future. Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

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Frequently asked about this episode

What does this episode say about dtc strategy?

Nestlé employs a structured innovation process to launch new internal brands, emphasizing careful stakeholder management across its vast portfolio.

What does this episode say about brand & content?

Success of strategic tests is quantified through specific metrics, allowing Nestlé to objectively evaluate and scale initiatives.

What does this episode say about ai & automation?

Nestlé is actively exploring emerging technologies like AI (e.g., 'Ruth, the Cookie Coach' a digital human) and the metaverse to enhance consumer experience and engagement.

What does this episode say about founder & leadership?

Private labels hold an inherent advantage in the CPG market, a factor Nestlé considers in its competitive strategies.

Listen

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