0 enGoogle COURTESY: NESTLÉ Nestlé’smarketing strategy in 2026is undergoing a transformation that goes far beyond increasing its advertising budget. The giant behind brands such as Nescafé,KitKat, Maggi, Purina and Nespresso is concentrating its resources on fewer brands, increasing its presence indigital retail media and influencer marketing, and using artificial intelligence to improve its marketing and innovation processes. Cats drive Nestlé’s pet care business: Purina grows with Pro Plan, ONE and Felix as the dog category begins to improve The changes were detailed by Nestlé in its financial results for the first half of 2026 and, especially, during the presentation made to investors and analysts. The starting point is the budget:advertising and marketing expenses increased to represent 8. Nestlé finds in KitKat the model to transform its marketing: this is the strategy it now wants to bring to more brands However, for the company, the goal is not simply to optimize the budget.