Nestle revamps NESCAFE RED CUP Pasom Kafe Kua Bod La-iad to ride on Kafe Sod trend, elevating Thai coffee drinkers favorite cup

Business Press Releases Wednesday April 26, 2017 14:17
Bangkok--26 Apr--ABM

NESCAFÉ, the world's favorite coffee and a much-loved brand among Thai coffee drinkers, has launched NESCAFÉ RED CUP Pasom Kafe Kua Bod La-iad. It's the first-ever coffee in Thailand with quality you can actually see when you finish your cup. New NESCAFÉ RED CUP takes your everyday morning cup to another level with a 3-Signature Sensorial Experience that offers a more aromatic and smoother cup of coffee with visible proof of quality.

As the world's coffee expert, NESCAFÉ has always been on top of evolving trends in the coffee market, such as the third wave of coffee which is now taking place, with people seeking sensorial and premium experiences. This trend is behind the growing number of coffee shops in Thailand. NESCAFÉ's recent consumer study of Thai coffee lovers showed they want to enjoy a personal moment of pleasure with their own personalized cup of coffee, with the flavor and aroma of freshly-roasted coffee just like they get in a coffee shop. New NESCAFÉ RED CUP Pasom Kafe Kua Bod La-iad, or what Thai consumers often refer to as "Kafe Sod," was created to meet this growing consumer demand.

Mr. Vladislav Andreev, Business Executive Manager – Coffee and Creamer Business Unit, said, "This change started with the introduction of NESCAFÉ BLEND & BREW, Pasom Kafe, Kua Bod-La-iad, almost one year ago. It was very successful. Since its launch, 2.5 billion cups of NESCAFÉ BLEND & BREW have been consumed, which is over 100 cups per second."

"We are building on NESCAFÉ BLEND & BREW's tremendous success by reinventing NESCAFÉ RED CUP Pasom Kafe Kua Bod La-iad, which shares the same core values as NESCAFÉ BLEND & BREW. New NESCAFÉ RED CUP offers a unique 3-Signature Sensorial Coffee Experience. To enjoy this experience fully, try new NESCAFÉ RED CUP black, without sugar or milk. It's Thailand's first-ever coffee with proof of quality you can see, Not As You Know It," he added.

Developed over a two-year period with the combined expertise of NESCAFÉ's two leading technology centers, in Switzerland and the USA, new NESCAFÉ RED CUP uses Nestle's innovative Micronized Roasted Coffee (MRC) technology and Double Filter technology to offer a 3-Signature Sensorial Coffee Experience. It's blended with finely-ground roasted coffee for full-bodied flavor and a full aroma. With the double filter, new NESCAFÉ RED CUP delivers a smoother cup with no sour taste, even in a black cup. Its "Visible Proof of Quality" is shown by the finely-ground roasted coffee that remains at the bottom of the cup when you finish.

"We are investing 800 million baht to launch new NESCAFÉ RED CUP in Thailand, with 400 million baht to upgrade the production facility with innovative technologies and 400 million baht for marketing activities. I'm confident that new NESCAFÉ RED CUP will become the preferred brand for coffee lovers who enjoy personalized and pleasurable moments, even in a black cup without sugar or milk, thanks to its unique 3-Signature Sensorial Experience, Not As You Know It," added Mr. Andreev.

Famous Thai artist Thanachai (Pod) Ujjin was selected as NESCAFÉ RED CUP's brand ambassador to connect with coffee lovers nationwide. In the TVC, Thanachai shows himself "Not As You Know Him" by skillfully drawing an amazing picture. He also wrote a special song about new NESCAFÉ RED CUP called "Klin Hom" to share how it has inspired him. The launch is being supported by an exciting digital campaign and with Woody and EFM as communications channels, as well as point-of-purchase materials.

New NESCAFÉ RED CUP Pasom Kafe Kua Bod La-iad is now available in eight sizes including 380 grams (2x190 grams) for 219 Baht; 180 grams for 120 baht; 90 grams for 63 baht; 45 grams for 30 baht; 25 grams for 17 baht; a pack of 48 2-gram sticks for 89 baht; and new NESCAFÉ RED CUP Expresso Roast in 340 grams (2x170 grams) for 219 baht; and 80 grams for 63 baht, at leading supermarkets, retail outlets, and convenience stores nationwide.


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