Nescafé is being relaunched with a new look aimed at modernising the brand to “resonate with coffee lovers in today’s ever-changing coffee landscape”.
The instant coffee category leader will now feature new pack designs across its product portfolio, including Nescafé Original, Nescafé Gold Blend, Nescafé Azera and Nescafé Frothy Coffee. The brand stated that the “eye-catching” designs will stand out on the shelf and capture attention.
The new look amplifies the accent in Nescafé behind the logo on all packs and showcases the inclusion of coffee bean imagery.
Nescafé’s commitment to sustainability is also highlighted with the declaration of “100% responsibly sourced coffee” displayed on every jar and pack.
The rebranding will be supported by marketing campaigns across multiple channels, including TV, digital and social media.
Sophie Demoulin, Nescafé Marketing Director at Nestlé UK and Ireland, said: “We are thrilled to embark on this major rebrand of Nescafé and to unveil its exciting new look. This relaunch represents a significant milestone for our brand as we continue to evolve and stay ahead in the ever-changing coffee industry.
“By introducing new captivating pack designs, and making substantial investments in the brand, we want to demonstrate that we are dedicated to delivering exceptional coffee experiences to our fans.
“We know that coffee enthusiasts have emotional connection with the brand, and we are confident that our refreshed new look will resonate with them.”
NAM Implications:
- The issue for rivals has to be the extent to which they should react…
- …to the scale of this change in a brand of this magnitude.
- i.e. rivals in any coffee sub-category are now going-head-to-head with the entire Nestle brand.
- Anticipate some on-shelf changes, at least.
