I am the Nordic Marketing Manager for Nescafé, one of the world’s most popular coffee companies and one of the premier brands owned by Nestlé. With a history dating back over 140 years, Nestlé is the world’s leading nutrition, health and wellness company. Headquartered in Switzerland, Nestlé has operations in more than 197 countries, employing nearly 340,000 people around the world. I also previously served as Nordic Brand Manager for Glaceau Vitaminwater, where I first began working with Trine Keller-Andreasen. Due to my long career in the marketing industry, I am extremely conscious of the significant effect marketing and branding have at a retail level. It is through this professional position that I have become aware of the very special ability of Ms. Keller-Andreasen. Her marketing and branding strategies are sharp and innovative, resulting in the kind of final creative product that top companies desire to enhance their own credibility and desirability.
In my collaborations with Ms. Keller-Andreasen, I have found her to be thoroughly professional and capable of being utilized in connection with a wide range of marketing projects and initiatives. Indeed, I have witnessed her grow professionally over the years to become a true leader in the field. Undoubtedly, one of Ms. Keller-Andreasen’s most impressive accomplishments during her storied career was the launch strategy she developed and directed in 2011 for Glaceau Vitaminwater in Denmark. This was by far the best launch for the brand in the Nordic countries. At the time, Glaceau Vitaminwater had recently become beverage giant Coca-Cola’s biggest acquisition to date. However, what made Ms. Keller-Andreasen’s marketing strategy so unique was that it was not the kind of mega campaign in traditional media one would expect from a Coca-Cola brand. Rather than bombard the Danish market with television ads and billboards, Ms. Keller-Andreasen developed a marketing strategy that would generate buzz for Glaceau Vitaminwater at a grassroots level. This included “seeding” the product to more than 100 different trendsetters and ambassadors, sponsoring fashion shows and VIP events, placing the product in influential stores like Marc by Marc Jacobs and G Star, and a highly effective partnership with MTV, which documented the events Glaceau Vitaminwater sponsored and aired them on their new fashion TV format, MTV Style. All of these strategies were perfectly tailored by Ms. Keller-Andreasen to get Glaceau Vitaminwater into the hands of the company’s target demographic. In fact, Ms. Keller-Andreasen’s product launch for Glaceau Vitaminwater was so successful that she was able to pitch and secure the account in the Swedish market as well.
Ms. Keller-Andreasen is master at her craft, and her ability to devise and execute the many aspects of a single marketing campaign—particularly how to balance the artistic and strategic elements—has consistently impressed others and me in the industry. Due to Ms. Keller-Andreasen’s stature in the field, esteemed clients and brands such as Carlsberg, Coca Cola Light, Campari, Absolut Vodka, Burn Energy Drink, as well as Nescafé have all relied upon her to develop and execute key marketing strategies for their companies. Ms. Keller-Andreasen’s comprehensive understanding of marketing is such that she is able to communicate with great efficiency to the team that works with and under her. The result is a final marketing strategy that is both artistically compelling and ingeniously cohesive. Ms. Keller-Andreasen is not only a great marketing director; she is an admired leader in the field. She is committed to her unique creative process, thereby moving the needle for her clients as well as for our own industry.
In a field of many self-professed experts, Ms. Keller-Andreasen has proven time and again that she is truly a talent of extraordinary ability. She has been recognized in international circles as one of the leaders in her field and she continues to reinforce her reputation throughout the world. Ms. Keller-Andreasen is an integral part of this highly important field and I am confident that she will continue to be a major player in this arena.
Sincerely,
Claus Boysen
Nordic Marketing Manager, Nescafé
Trine Keller-Andreasen 