NESCAFE GOLD Invests 100 Million Baht to Launch NESCAFE GOLD CREMA SMOOTH AND FINEST, Setting a New Standard for Smooth Black Coffee for Craft Coffee Lovers

Event Calendar Press Releases Monday July 15, 2019 11:38
Bangkok--15 Jul--ABM Connect

Mr. Thanatorn Punpanishgul (center), Senior Marketing Manager – NESCAFÉ GOLD, Nestle (Thai) Ltd.; Ms. Pornchanan Prapanonta (right), Senior Brand Manager – NESCAFÉ GOLD; and Mr. Saharat Sangkapreecha, NESCAFÉ GOLD brand ambassador, together launch "NESCAFÉ GOLD CREMA SMOOTH AND FINEST".

NESCAFÉ GOLD, strengthening its position as the No. 1 premium coffee brand in Thailand, announces the launch of NESCAFÉ GOLD CREMA SMOOTH AND FINEST, which sets a new standard for premium smooth black coffee. Meticulously crafted in every detail using premium Arabica beans, NESCAFÉ GOLD CREMA SMOOTH AND FINEST is crafted differently to be a fine powder, ground 10 times finer to create a layer of velvety golden coffee crema on top of every cup. Its smooth blend and black coffee aroma delivers an indulgent experience to discerning coffee lovers who can "See the Difference, Smell the Difference, and Taste the Difference." NESCAFÉ GOLD brand ambassador Saharat "Kong" Sangkapreecha started a craft coffee phenomenon with premium coffee lovers enjoying NESCAFÉ GOLD CREMA SMOOTH AND FINEST at the "Craft Cafe by NESCAFÉ GOLD CREMA" at Central World. To support the launch, NESCAFÉ GOLD has budgeted 100 million baht for an integrated marketing communications campaign.

NESCAFÉ GOLD CREMA SMOOTH AND FINEST raises the standard for discerning black coffee lovers, who will See the Difference with its unique golden fine powder, made using proprietary NESCAFÉ GOLD technology, that brings out a layer of velvety coffee crema on top of every cup; Smell the Difference with the NESCAFÉ GOLD Signature Blend of Arabica beans ground 10 times finer to better release a mesmerizing rich aroma from the soul of the beans; and Taste the Difference of full-flavored coffee that offers the soft touch of quality Arabica beans carefully roasted at the right temperature to a light roast level.

Last year's launch of NESCAFÉ GOLD CREMA was a tremendous success, transforming Thailand's premium coffee market by introducing a fine coffee powder with a layer of crema in a craft coffee style. It was developed in response to a trend among Thai consumers of drinking black coffee.

Mr. Thanatorn Punpanishgul, Senior Marketing Manager – NESCAFÉ GOLD, Nestle (Thai) Ltd., said, "As the leader in the premium coffee market, NESCAFÉ GOLD will continually introduce new products that respond to the needs of Thai coffee lovers. With the new generation being more health conscious and the black coffee trend still gaining momentum, we decided to expand our premium pure soluble coffee portfolio by introducing NESCAFÉ GOLD CREMA SMOOTH AND FINEST. It gives discerning coffee lovers an exceptional smooth black coffee experience, starting with the modern tall glass jar featuring the elegant touch of a rosegold label that reflects the velvety feel. The black coffee cup symbol will attract the attention of discerning coffee lovers who are looking for a smooth black coffee experience. We will support the launch with marketing activities throughout the year, and expect to strengthen NESCAFÉ GOLD's position as the most-preferred premium coffee brand among Thai consumers."

NESCAFÉ GOLD is bringing a smooth black coffee experience to craft coffee lovers with the launch. The integrated marketing communications campaign kicked off with the Craft Cafe by NESCAFÉ GOLD CREMA at Central World, set up to tell coffee lovers the story of NESCAFÉ GOLD CREMA and how it's made with attention to every detail, from selecting premium Arabica coffee beans to roasting them at the perfect temperature by coffee experts, then artistically preparing a cup in a cafe style for serving. Saharat "Kong" Sangkapreecha, NESCAFÉ GOLD brand ambassador, joined in delivering the indulgent moment of savoring a cup of smooth black coffee.

The campaign will also include commercials on TV and digital media plus a collaboration with renowned social influencers Patcharasri Benjamas, Pimmada Boriruksuppakorn, Piyawadee Maleenont, and Mawin Taweephol, plus other leading food and lifestyle bloggers, to reach out to consumers through digital channels. This effort will be supported by a sampling program offering over two million cups of NESCAFÉ GOLD CREMA SMOOTH AND FINEST to consumers and promotional media at points of sale throughout Thailand.

Experience smooth black coffee with NESCAFÉ GOLD CREMA SMOOTH AND FINEST, now available in two sizes: a 100-gram jar at 140 baht and a 200-gram jar at 245 baht at convenience stores and leading supermarkets nationwide.

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