NESTLE Australia has dumped McCann-Erickson from its estimated $25m Nescafé portfolio account and appointed fellow rostered agency Mojo Partners in its strategy to more effectively meet the changing demands of Australia’s coffee drinkers.
The appointment covers above and below-the-line work for all of the Nescafé brands including flagship Blend 43, Nescafé Decaf, Nescafé Espresso, Nescafé Gold Blend and Nescafé Mild Roast.
Nescafé, which dominates the instant coffee market in Australia, is facing the challenge of how to develop future growth strategies for the $500m instant coffee market which has seen consumer tastes become increasingly sophisticated.
The decision to move away from its internationally-aligned agency comes just two months after Nescafé launched a major new brand campaign for Nescafé Blend 43 which introduced the tagline “Your Cup of Inspiration”.
The campaign is set to the familiar song “Proud” and so far has featured two executions—a group of workmen helping a marrying Japanese couple stay dry and a man who helps the neighbourhood kids.
The loss is a blow for McCann, which is also fighting off increasing competition on another long-term global client, Coca-Cola.
The appointment is the latest in a string of wins for the Publicis group, which has added around $50m in billings in the past two weeks. Its latest scores include the prestigious Nike account, Mitre 10 Mega and the direct marketing business of existing client Hewlett-Packard.
Mojo already works with Nestlé on brands including Maggi and all its ice-cream brands, except Frosty Fruits.
