NESCAFE Introduces New NESCAFE LATTE to Deliver an Unexpected Coffee Experience Forms First Content Marketing Collaboration with Nadao Bangkok to Reach the NewGeneration

Event Calendar Press Releases Friday February 14, 2020 16:41
Bangkok--14 Feb--ABM Connect

The new generation, who enjoy drinking coffee mix out of home and follow trends such as bubble tea fever, is a turning point for NESCAFÉ, Thailand's coffee mix market leader, as it aims to attract even more young coffee lovers with the launch of new "NESCAFÉ LATTE." This new range of coffee mixes offers an unexpected taste sensation and a fun coffee experience with two unique flavors: Milk Tea Espresso and Caramel Biscuit. The launch strengthens NESCAFÉ's coffee mix portfolio by increasing the variety of coffee mix products offered to meet the needs of consumers in all segments.

NESCAFÉ is also breaking the rules of conventional coffee marketing, taking it to another level by using a content marketing strategy through its first partnership with Nadao Bangkok. Together, they are creating a new style of marketing campaign to treat young coffee lovers by introducing Ice Paris and Jayjay Kritsanabhum as brand ambassadors who will encourage unexpected experiences among coffee lovers.

NESCAFÉ, as the leader in Thailand's coffee mix market, continues innovating to address constantly-changing consumer lifestyle needs. Over the past few years, NESCAFÉ has successfully launched new NESCAFÉ BLEND & BREW, the leader in the coffee mix market, as well as NESCAFÉ Americano, for consumers who love black coffee. NESCAFÉ's new challenge this year is to expand its customer base among the new generation, especially university students and first jobbers.

Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd., said, "Among young consumers, there is a trend towards greater interest in coffee mixes. NESCAFÉ's coffee mixes product group enjoyed 1.5% growth in sales volume last year, which is higher than 0.7% growth of the total coffee mix market, which is valued at 16.341 billion baht. Today, young consumers enjoy drinking more flavored coffee out of home as well as having bubble milk tea fever. NESCAFÉ saw an opportunity to run the market by maximizing the base of young-generation consumers who now drink coffee on many occasions and not just in the morning, which is the prime time for coffee, but also after lunch or in the evening, or when they would like to refresh themselves such as while studying for exams."

"Insights from research into new-generation consumers showed they are looking for something new and exciting all the time, including coffee that has a delicious taste and is not traditional. This led to the development of 'NESCAFÉ LATTE,' a new coffee mix product range created under the concept 'New NESCAFÉ LATTE Redefine coffee experience with unexpected twist of flavors'. To ensure we reach the new generation of consumers so they understand how we meet their needs, we have allocated a 50-million-baht budget for this launch," she added.

NESCAFÉ LATTE offers more than the usual coffee flavor, with hidden and unexpected tastes in every sense through the unique combination of the rich aroma of Robusta coffee in NESCAFÉ's style together with two delightful new flavors. Milk Tea Espresso blends Robusta coffee with black tea, which offers the intense flavor and pleasant aroma that goes perfectly with Robusta coffee, and Caramel Biscuit, which combines Robusta coffee with a hint of delightful caramel for a well-balanced and rich flavor.

To help make new NESCAFÉ LATTE truly become the new generation's favorite, Naritta added, "This is the first time that NESCAFÉ, Thailand's number one coffee brand, has partnered with Nadao Bangkok, a new-generation content producer known for its success in working with a variety of artists to produce content geared towards young-generation viewers. This partnership has created an all-inclusive marketing campaign that focuses on sharing experiences. It pairs new-generation coffee lovers with brand ambassadors Kritsanabhum (Jayjay) Pibulsonggram, and Paris (Ice) Intarakomalyasut, two favorite actors among the young, who have characteristics in common with the product of changing the ordinary into something new and unexpected. The campaign will warm up with the release of a single called "Unexpected" that features a cheerful beat and cute choreography to dance along with. The song's lyrics describe the unexpected experience that coffee lovers will discover when drinking NESCAFÉ LATTE."

"In addition to finding the new generation's favorite actors, we worked with Nadao Bangkok on the entire launch campaign, from composing the music and lyrics through to developing a marketing plan to promote the single and music video through several channels including a web film," added Ms. Naritta.

Songyos Sugmakanan, Managing Director of Nadao Bangkok Company Limited, said, "We are delighted to form a major partnership with NESCAFÉ for this campaign to produce content that offers unexpected experiences to reach and connect with target consumers. NESCAFÉ opened an opportunity for us to come up with new ideas and have the freedom to create key activities since starting this project, so we were very impressed. The 'unexpected' concept evolved from the special experience of NESCAFÉ LATTE, and we enjoyed using our creativity to promote the 'unexpected' in every activity including the single, music video, and commercial."

Songyos Sugmakanan, Managing Director of Nadao Bangkok Company Limited, said, "We are delighted to form a major partnership with NESCAFÉ for this campaign to produce content that offers unexpected experiences to reach and connect with target consumers. NESCAFÉ opened an opportunity for us to come up with new ideas and have the freedom to create key activities since starting this project, so we were very impressed. The 'unexpected' concept evolved from the special experience of NESCAFÉ LATTE, and we enjoyed using our creativity to promote the 'unexpected' in every activity including the single, music video, and commercial."

To reach new-generation consumers, NESCAFÉ LATTE will hold marketing activities such as a new format for a coffee sampling roadshow that will visit supermarkets and universities, with coffee jelly added to create a different drinking experience than ordinary coffee. Other activities to treat social media users include downloading filters featuring the playful mascots seen in the NESCAFÉ LATTE commercial that they can use to enhance their Instagram images, as well as GIFs stickers and DeeDee challenge.

"We are confident the launch of NESCAFÉ LATTE will enable the NESCAFÉ brand to win the hearts of the new generation even more while strengthening our coffee mix portfolio to cover the needs of all generations of coffee lovers and emphasize our leadership in the Thai coffee mix market," concluded Naritta.

NESCAFÉ LATTE combines intense Robusta coffee with new flavors. NESCAFÉ LATTE Caramel Biscuit is perfect for those who prefer a delicious and rich aroma, while those who like a well-balanced and tender aroma can enjoy NESCAFÉ LATTE Milk Tea Espresso. Both offer delicious flavor whether hot or cold, and are available today at 39 baht for seven sticks and 99 baht for 20 sticks at leading supermarkets and convenience stores throughout Thailand.


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