Nestlé has ordered a £5m relaunch of its Nescafé branded Café Style range of coffees.
The company has reformulated the £1.99 offerings - which include three types of Cappuccino, a Mocha and a Latte - to make them more frothy than before.
New packaging is also being introduced across the eight-strong boxed sachets range in a bid to hammer home the message that consumers can use the brand to enjoy a bit of café culture at home.
Rolling out this month, the rejuvenated offerings will be supported by a heavyweight through-the-line campaign.
A new TV ad, set to run until the end of next month, broke
this week and portrays Italian café society drinking authentic Italian cappuccinos that leave frothy moustaches.
The ad is also aimed at whetting consumers’ appetites for a sampling campaign that will target 2.5 million people through direct mail and in-store activity.
The ‘Taste of Café Culture’ push kicks off today (Saturday), will be visiting five UK cities and will invite people to enjoy a coffee break in a relaxing lounge area created by celebrity interior designer Anna Ryder Richardson.
Sally Perry, brand manager at Nescafé, said the aim was to persuade consumers to use the brand as a chance to “grab a moment of indulgence” and “experience a taste of café culture in their own home”.
Nestlé’s decision to up the backing behind its speciality offering comes on the back of a tough time for the hot beverages category, which dipped below the £1bn mark last year (The Grocer Top Products Survey 2003).
Among the biggest losers was Nescafé Original, which saw sales tumble by almost 6% in the multiples.
Simon Mowbray
The company has reformulated the £1.99 offerings - which include three types of Cappuccino, a Mocha and a Latte - to make them more frothy than before.
New packaging is also being introduced across the eight-strong boxed sachets range in a bid to hammer home the message that consumers can use the brand to enjoy a bit of café culture at home.
Rolling out this month, the rejuvenated offerings will be supported by a heavyweight through-the-line campaign.
A new TV ad, set to run until the end of next month, broke
this week and portrays Italian café society drinking authentic Italian cappuccinos that leave frothy moustaches.
The ad is also aimed at whetting consumers’ appetites for a sampling campaign that will target 2.5 million people through direct mail and in-store activity.
The ‘Taste of Café Culture’ push kicks off today (Saturday), will be visiting five UK cities and will invite people to enjoy a coffee break in a relaxing lounge area created by celebrity interior designer Anna Ryder Richardson.
Sally Perry, brand manager at Nescafé, said the aim was to persuade consumers to use the brand as a chance to “grab a moment of indulgence” and “experience a taste of café culture in their own home”.
Nestlé’s decision to up the backing behind its speciality offering comes on the back of a tough time for the hot beverages category, which dipped below the £1bn mark last year (The Grocer Top Products Survey 2003).
Among the biggest losers was Nescafé Original, which saw sales tumble by almost 6% in the multiples.
Simon Mowbray
No comments yet