Nescafe Brand Gets Modernised Facelift and Unified Positioning to Boost Appeal
For the first time in its 75-year history, Swiss company Nestle is gearing to bring all its Nescafe products under a "powerful umbrella" in all 180 counties where it is sold.
With the marketing slogan "It all starts with a Nescafe", their new visual identity is called "REDvolution" and has a contemporary focus - it will highlight the trademark red branded mug and a stylised graphic in aerial view of the coffee mug. All coffee products will now share the same global theme across marketing, communications, packaging and digital channels.
The company is hoping that this revamp will turn the tides on weak sales so it can retain its market-leading position in the £47.4bn category.
Additionally, the revamp strategy will give their local markets more flexibility in terms of modernising to appeal to the younger generation who have been raised on single serve by the likes of Starbucks and Costa Coffee. A marketing campaign will launch later this summer to compliment this objective as well as familiarise the new look and feel amongst consumers.
Nestle's Global Head of Marketing, Patrice Bula, commented: "Nescafe is a pioneering brand. We need to demonstrate that this brand is as relevant today as it was 75 years ago, with a portfolio that satisfies the changing world of coffee and evolving."