In celebrating its 75th anniversary, Nestle has launched the “Nescafe celebrates 75 years and counting” campaign that consists of multi-channel marketing and communications, as well as in-store promotions and activations where consumers can take home limited-edition Nescafe collectables.
The campaign also comprises advertisements on radio, print and out-of-home billboards and a Facebook app which will be launched later this month.
The two-month campaign, which runs until May 2013, is aimed to engage with consumers to build stronger brand bonding and ultimately to increase sales.
“It’s about getting our consumers to reminisce the brand’s heritage but also to remind them that we are constantly improving and renovating to stay relevant,” said Cyndi Chin, brand manager, Nescafe Classic and Nescafe Gold.
In Malaysia, Nescafe is the market leader in the coffee industry, holding 53% of the market share (source: Nielsen).
“Today, Nescafe is positioned as one of the world’s favourite drinks, and is present and relevant across multiple geographies, channels and coffee cultures,” Alois Hofbauer (pictured right), managing director of Nestlé Malaysia, said, adding that more than 6 million cups of Nescafe are consumed daily by Malaysians.
Key Nescafe products in Malaysia are the Nescafe Classic and Nescafe 3-in-1 variants, which holds 70% market share of the ready-to-drink industry.
For this campaign, creative was executed by Publicis, media by Mindshare, public relations by Westcoast Public Relations, in-store activation and digital by 7 Pounds MediaCliQ, respectively.