THE long anticipated relaunch of the Nescafe brand in Australia has begun with the rollout of new packaging across the coffee range and a national advertising campaign due to be unveiled before the end of the month.
The advertising campaign will be the first for Nescafe out of new agency Publicis Mojo which lured the account away from McCann Erickson in October last year.
Nestle marketing manager, beverages Mark Beales said the key aim of the new advertising strategy was to get Australians to drink an extra cup of Nescafe coffee a week which would translate into an additional $70m worth of sales.
Beales said that a major review of the brand had involved identifying and prioritising what would drive this growth.
“Broadly this means focusing our activities around the following drivers—the reviving effect that coffee can provide through the day, coffee as an opportunity for an enjoyable (and much needed) timeout break, making coffee more accessible, encouraging people to trade up to better quality coffees, attracting younger consumers, and finally making coffee more permissible by overcoming some of the negative health perceptions that currently exist for the category," Beales said.
“This year we'll be investing heavily in a concerted, integrated marketing plan that is designed to be a 'shot in the arm' for the category."
Later this month a series of national ads will roll out asking consumers “How do you like your coffee?”.
The launch will aim to showcase the breadth of quality coffee experiences that Nescafe can offer.
The campaign will combine a print campaign, in-store point of sale, PR, promotions, web activity and trade marketing with seven 15-second rotating TVC spots.
