ASIA – NESCAFÉ, a brand of coffee made by Nestlé, has launched “Nurture Stronger Bond” campaign, the biggest campaign of the year with US$24.55 million budget, to celebrate 45 years of its journey in Thailand.
According to the company, the campaign will also reinstate the brand proposition as a connection builder, as well as reinforce its No. 1 coffee brand position in the country.
The campaign depicts unique and delightful coffee experiences offered by NESCAFÉ BLEND & BREW, NESCAFÉ RED CUP and NESCAFÉ Ready-To-Drink through different kinds of real, beautiful relationships of the modern day with aim to encourage Thai people to grow stronger bonds with their family, friends and loved ones.
“For 45 years, NESCAFÉ has created varieties of coffee for every taste and occasion, becoming a familiar household name with a range of products that Thai coffee lovers enjoy like NESCAFÉ BLEND & BREW, NESCAFÉ RED CUP and NESCAFÉ Ready-To-Drink.
All the while, it is being an integral part of new connection, friendship, and relationship people are making every day as they are enjoying indulgent, and pleasurable coffee experience,” said Mr. Vladislav Andreev, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd.
“As many of you know, NESCAFÉ is the No. 1 coffee brand in Thailand. It’s in homes, offices, and shops throughout Thailand.
In fact, every minute over 20,000 cups of NESCAFÉ are consumed in Thailand. That translates to more than 300 cups every second.
Today we are introducing ‘Nurture Stronger Bond’ campaign to continue to cultivate experiences around the lives of today’s consumers and to encourage Thai people to grow stronger bonds together, which reinstates NESCAFÉ brand as a connection builder,” Vladislav continued.
The “Nurture Stronger Bond” campaign reiterates NESCAFÉ commitment to continue to strengthen its engagement and connection with the Thai society.
With an allocated budget of US$24.55 million, there will be an extensive integrated marketing communications for the campaign including three versions of TVCs and a music video for NESCAFÉ BLEND & BREW, NESCAFÉ RED CUP and NESCAFÉ Ready-To-Drink as well as engaging digital communications, Out-of-Home media and in-store activities.
The three TVCs and the music VDO will depict the sense of connection and bonding in an emotionally engaging way.
They represent all kinds of relationship – family, friends and lovers, featuring hottest superstars of the new generation, Pope Thanawat Wattanaputi, Panjan Porama Imanothai and Proymon – Manasaporn Chanchalerm.
With real, evolving ambition to grow coffee respectfully, NESCAFÉ is committed to helping coffee farmers around the world get the very best from their coffee plants and secure the sustainable future of coffee for generations to come.
NESCAFÉ “Grown Respectfully” principle was initiated with an ambition to have all coffee used to produce NESCAFÉ products to be responsibly grown and sourced, by helping coffee farmers improve quality of coffee.
It was also initiated by adopting best farming practices and bringing a better quality of life to coffee farming communities while taking an active part in protecting the environment along the value chain of coffee – from water use, soil fertility, and zero-waste factory.
The world of coffee drinking and consumer demands have been changing rapidly over the past four decades, and NESCAFÉ has continued to innovate and pursue its passion to offer unique experiences and innovative solutions for coffee lovers to enjoy their favorite cup every day.
NESCAFÉ reinvented its products by embracing new technology of micronized roasted coffee (MRC) to offer NESCAFÉ BLEND & BREW and NESCAFÉ Red Cup Pa Som Kafe Kwua Bod La-iad, which introduced a new level of quality and taste to coffee lovers.
NESCAFÉ also offered NESCAFÉ GOLD – the premium café-style coffee mix, NESCAFÉ Black Ice Ready-to-Drink Coffee – the strong and distinctive flavor of black coffee with only 50 Kcal, and NESCAFÉ AMERICANO – the world’s first café-style black iced coffee mix.
In terms of innovative business model, NESCAFÉ is the first brand to launch a coffee subscription program in Thailand as the new business model for NESCAFÉ Dolce Gusto and recently, NESCAFÉ Hub was introduced as the first innovative out-of-home business model offering a roast & ground coffee experience to capture youth and third-wave coffee drinkers.
“Looking forward, we will continue to nurture a beautiful and unique connection with coffee lovers, consumers and our farmers, with respects to our precious planet too.
As long as good relationship can always start with a cup of coffee, NESCAFÉ stands for strengthening bonds among people, and nurturing stronger bonds will always stay true for years to come,” concluded Vladislav.