NESCAFE BLEND BREW Announces New Position as the Worlds Number One Coffee Mix

Event Calendar Press Releases Tuesday August 13, 2019 14:27
Bangkok--13 Aug--ABM Connect
Introduces Thailand's First NESCAFÉ Interactive Art Station at MRT Wat Mangkon to Nurture Stronger Bonds with Coffee Drinkers

Mr. Victor Seah, Chairman and Chief Executive Officer, Nestle Indochina; along with executives from Nestle (Thai) Limited, Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit; and Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, introduced Thailand's First NESCAFÉ Interactive Art Station at MRT Wat Mangkon to nurture stronger bonds with Thai coffee drinkers.

NESCAFÉ BLEND & BREW today announced its success in becoming the world's number one coffee mix brand. Using an experiential brand strategy, it introduced the first Interactive Art Station in Thailand at MRT Wat Mangkon with an allocated budget of 50 million baht. NESCAFÉ BLEND & BREW aims to nurture stronger bonds among Thai people with the great aroma and taste of coffee through a series of colorful illustrations of NESCAFÉ red mug interactive art in a contemporary Chinese style and trick art augmented by advanced AR technology installed throughout the station under the concept "The Land of Irresistible Aroma." The NESCAFÉ BLEND & BREW Interactive Art Station at MRT Wat Mangkon is expected to attract over 12 million people during the coming year.

In April this year, NESCAFÉ launched a new version of NESCAFÉ BLEND & BREW that blends two types of finely-ground roasted coffee beans, Arabica and Robusta, under the concept "Bond to be the Best" to offer a perfect cup of smooth coffee with an intense taste. The launch was a great success, with a tremendous response from millions of Thai consumers nationwide. NESCAFÉ BLEND & BREW's growth surpassed the growth of Thailand's total coffee mixes market, valued at 16 billion baht and which was stagnant last year. This has made NESCAFÉ BLEND & BREW the number one coffee mix in Thailand, as well as the rest of the world.

Mr. Victor Seah, Chairman and Chief Executive Officer, Nestle Indochina, said, "To celebrate this achievement by NESCAFÉ, Nestle's largest business unit in Thailand, we have launched the first NESCAFÉ BLEND & BREW Interactive Art Station in the country at MRT Wat Mangkon. We have transformed the station into the Land of Irresistible Aroma, showcasing beautiful works of Chinese art enhanced by AR technology. This creates a truly unique and immersive experience for people visiting Yaowarat on the MRT that perfectly bonds today's coffee culture and contemporary Chinese art. We believe the wonderful charm of the NESCAFÉ BLEND & BREW Interactive Art Station will inspire people to share their truly unique moments at the station on social media. We are confident that MRT Wat Mangkon will be a new landmark in Yaowarat, delighting visitors from Thailand and all over the world. This initiative also reflects NESCAFÉ's brand promise of nurturing stronger bonds among Thai people through the irresistible aroma and great taste of coffee for over 46 years."

Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd., said, "We are excited to bring the Interactive Art Station to life at MRT Wat Mangkon for the first time in Thailand. We selected this MRT station because NESCAFÉ BLEND & BREW, Yaowarat, and Wat Mangkon all have a common value of nurturing stronger bonds among Thai people. This is why we invited talented Thai artist Phannapast to create gorgeous interactive works of art drawn in her unique style everywhere in the station under the theme 'Land of Irresistible Aroma.' The story begins with many kinds of creatures bringing the two types of NESCAFÉ BLEND & BREW coffee beans together, which are then roasted by a fire-breathing dragon to deliver the irresistible aroma and great taste of coffee for everybody to enjoy. We have bonded the coffee culture story with contemporary Chinese art, enhanced by advanced AR technology to reinforce NESCAFÉ BLEND & BREW's position as the number one favorite coffee mix among Thai people. We anticipate that the NESCAFÉ BLEND & BREW Interactive Art Station will have more than 12 million visitors during the coming year, or over 30,000 people a day, strengthening our position as the leader in the coffee mixes market."

NESCAFÉ is also offering an exclusive line of merchandise specially created by Khun Phannapast featuring contemporary Chinese designs. This limited collection, which includes a NESCAFÉ red mug, bag, notebook, scarf, and T-shirt, will be exclusively available at MRT Wat Mangkon from September 2019 onwards.

Amazing interactive art photos made using the Recall augmented reality app.

Nestle is the world's largest food and beverage company. It is present in 190 countries around the world, and its 308,000 employees are committed to Nestle's purpose of enhancing quality of life and contributing to a healthier future. Nestle offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2,000 brands range from global icons like NESCAFÉ or NESPRESSO to local favourites like BEAR BRAND or MINERÉ. Company performance is driven by its Nutrition, Health and Wellness strategy. Nestle is based in the Swiss town of Vevey where it was founded more than 150 years ago.

Products under the NESCAFÉ brand are distributed by Nestle (Thai) Ltd., which is a company that is 100% owned by Nestle S.A. in Switzerland. The NESCAFÉ product portfolio includes NESCAFÉ RED CUP, NESCAFÉ BLEND & BREW, NESCAFÉ AMERICANO, NESCAFÉ GOLD, NESCAFÉ Can Ready-to-Drink, NESCAFÉ PROTECT PROSLIM, and NESCAFÉ DOLCE GUSTO.

For more information about Nestle (Thai), visit:
Website: https://www.nestle.co.th
Facebook: https://www.facebook.com/goodfoodgoodlifebyNestleThailand
YouTube: https://www.youtube.com/user/NestleThailand

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