June 20, 2014: Nestle India is launching a new campaign to promote Nescafe as a ‘new looking’ global brand with the theme ‘It all starts with Nescafe’. The company is giving a totally new visual appeal to the most popular packaged coffee brand in India. There have been reports of their brand getting inactive and their market share getting hit. This seems to be an effort to refresh and revive the brand in close to 180 countries where it is sold now. Instant coffee is Rs 800 crore market, though home consumption segment is not witnessing higher growth, but the outside consumption segment for coffee seems to be picking up.
In India, Nestle has romped in Hollywood and music world superstars like Deepika Padukone, Purab Kohli, Shankar Mahadevan and Loy Mendoza in their series of ads to bring out the new Nescafe theme around bringing people together. This goes in line with promoting coffee consumption not just inside the home but also outside the home too. Nescafe still enjoys two third of the market share in packaged coffee segment with Hindustan Unilever’s Bru taking a second spot.
Nestles ads have always been so refreshing with the music a clear differentiation. The new series of ads have also been designed to go with this tradition.
View one of the new series of ads here.