Nescafe goes for younger coffee drinkers in Bt400m campaign

Corporate June 21, 2014 00:00

By The Nation

6,713 Viewed

Nescafe has announced a global initiative to transform and reinvigorate the iconic brand by strengthening its modern appeal.

Nestle, a pioneer in modern instant-coffee technology, first launched Nescafe in Switzerland more than 75 years ago, and it was introduced in Thailand 30 years ago. Today, Nescafe is the world’s leading coffee brand, with more than 5,500 cups enjoyed by consumers every second around the world.
As part of a global initiative, Nescafe in Thailand is launching a “Life Possibilities – Start Now” campaign that will focus on encouraging younger people to pursue their dreams. 
The budget for the campaign is more than Bt400 million.
“Nescafe is launching the ‘Life Possibilities – Start Now’ campaign to inspire people to step forward and pursue their dreams and passions,” said Christophe Stern, executive manager for coffee and creamer business at Nestle (Thai). “Every day we begin with a cup of coffee, and that moment, every day, everywhere, could also be the start of someone’s life possibilities. 
“Our campaign aims to connect us more closely with the young generation coffee drinkers and to be a force for good in their lives.
“The strength of Nescafe lies in our fine selection of quality coffee and the close attention we pay to every step of the manufacturing process, which results in a well-rounded flavour and great aroma. We conduct extensive product research and development as well as evaluation of consumer preferences to develop tasty and nutritionally balanced products. 
“We are also constantly innovating to ensure that Nescafe is always relevant to the lifestyles of discerning coffee drinkers. 
“‘Life Possibilities’ is enabled with our new, global ‘It all starts with a Nescafe’ campaign and is about ensuring that the brand is even more relevant to the current generation,” Stern said.   
Pattanai Luangtrakul, marketing manager for coffee mixes at Nestle (Thai), said there was an extensive line-up of activities behind the “Life Possibilities – Start Now” campaign. 
“Our consumer research shows that coffee drinkers today look for things that inspire them to search for new opportunities and to help them make the right decision. Their morning coffee is an important part of starting the day with hope and new resolutions.” 
She said that as part of the campaign that focuses on youth and innovation, Nescafe is opening 100 Nescafe Pop-Up Cafes in community malls, office buildings and large shopping malls nationwide, to serve hot and cold coffee menus. 
Demos by baristas 
She said consumers these temporary outlets would operate from now until August 12. In addition to serving coffee and conducting coffee tasting, the cafes will offer coffee-making demonstrations by expert Nescafe baristas who will present nine hot and iced coffee creations, including Cappuccino So Cool, Mocha Marshmallow, Mocha Black Forest, Sesame Vanilla Coffee and Orange Jam Coffee.
“Nescafe Pop-Up Cafes also have an interactive wall that features dream destinations around the world, which consumers can enter and have pictures taken for sharing on social media together with inspirational quotes in line with the ‘Life Possibilities – Start Now’ concept,” Pattanai said.
To publicise the campaign, three versions of 45-second commercials with different stories have been developed as well as an online movie with 14 alternative endings from which viewers can choose.  
“Online, we also offer on our fanpage at quotes in line with our ‘Life Possibilities – Start Now’ concept that coffee drinkers can ‘like’ and ‘share’ – quotes such as ‘Life expires if you don’t take a chance’ and ‘Life is not a photo. Why put it in frame?” she said.
On this occasion, Nescafe is also introducing its new logo in all 180 countries where it has a presence, including Thailand, as well as its redesigned packaging, which aims to reflect Nescafe’s commitment to innovation.
“The new Nescafe logo’s softer, more rounded and more dynamic typeface aims to strengthen the Nescafe brand’s connection with style and youthfulness while keeping all the essentials of the brand that stand for great quality, great taste and a great aroma,” Pattanai said.