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More than 180 students from the following programs: Communication and Marketing with a focus on Communication and Design This semester they participated in the first edition of the Nestlé Marketing Challenge, an initiative that brought students closer to a real professional challenge: researching markets and developing comprehensive communication and marketing campaigns to reposition Nescafé products.

The challenge revolved around four Nescafé products: Starbucks Dolce Gusto, Nescafé Mixes, Nescafé Ice, and Nescafé Ready to Drink, which were distributed among the courses. Two teams, one for each product, met to compete in the final round, held on Tuesday, June 9th, at Nestlé's offices. They presented their proposals to a jury of professionals from the Nescafé unit. The students defended 360° communication and marketing plans, developed throughout the semester, in an experience that replicated real-world work dynamics.

They envisioned how to position the four products, combining research, creativity, planning, and the design of communication strategies. The activity brought together students from the Faculty of Communication of the Universidad Austral Pilar and of the headquarters Rosario, who worked in interdisciplinary teams to respond to a specific market problem.

Beyond the competition itself, the initiative aimed to strengthen the link between academic training and the professional world. Participants had the opportunity to present their projects to marketing specialists, receive expert feedback, and put the knowledge acquired during their studies into practice in a highly demanding environment.

The final day provided an opportunity to learn about innovative campaigns and creative solutions developed by the students, reflecting the work done during the semester and the potential of the new generations of communication and marketing professionals.

Many thanks to Nestlé for opening their doors and supporting this initiative, especially to graduates Mora Posse Molina and María Inés Acosta, to Karen Expósito, and to the panel of professionals who participated in the evaluation. And another huge thank you to the teachers. Liliana Fassi, Reynaldo Rivera, Stefano Carluccio Wallis, Sol Castellanos, Victoria Tonelli, Cristian Luengo y Juan Martín Ezratty who followed the challenge throughout the entire process, and the dean Marcela Pizarro, present in the final instance.