Nescafe was a late entrant into the marketplace.
Nestle’s objectives were to gain a market foothold and trial for it’s new instant product with special emphasis on consumers 50+ located in markets outside of major Canadian cities.

Campaign results:

Cafes like Starbucks had become popular.
The idea: “Nestle turns your home or office into an instant cafe”.
Media: TV, cinema, press and magazines.
Within one year, and due to huge awareness and trial, the brand was launched in major cities across the nation.
By year two, Nescafe International Coffees became the #1 brand.
The campaign won Marketing’s Multi-Media Campaign of the Year.

Also see the TV Commercials.

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