VEVEY (dpa-AFX) - Swiss foods giant Nestle SA (NSRGY.PK, NSTR.L) said its instant-coffee brand, Nescafe, is introducing a unified, global look and feel across all products in the 180 countries, where the coffee product is sold. This would be the first time in the brand's 75-year history that every single Nescafé product would share the same visual identity, having the same new slogan: 'It all starts with a Nescafé'.
This unified approach towards packaging design, communication and digital strategy for Nescafé, drunk at a rate of 5,500 cups each second, would include various key design elements developed with new and younger consumers in mind. These include the Nescafé red accent, taken from the modernised Nescafé brand mark, the iconic red Nescafé mug and a stylised graphic device, the 'hub', an aerial view of a coffee mug.
In addition, the Vevey-based firm seeks to brew up interest in one of its oldest brands, Nescafé instant coffee, whose sales growth has slowed in Europe as more consumers buy pod coffee machines like Nestlé's own Nespresso line-that make fresh espressos with comparable convenience to preparing instant coffee. Further, in North America, new generation coffee drinkers raised on Starbucks Corp. (SBUX) cafes views instant coffee as smelling stale. In developing markets like Asia, instant coffee is still seen as a luxury product, and sales are higher there when compared with Europe and the U.S.
Thus, the company intends to launch a marketing campaign this summer, rebooting the 76-year-old brand to appeal to teenagers and young peole.
Copyright RTT News/dpa-AFX
© 2014 AFX News
