NESCAFE, Thailand's leading coffee brand from Nestle, is marking the New Year by engaging coffee lovers with the launch of the "NESCAFE Make Your World," campaign. The brand's biggest inspirational campaign in a decade is sharing the brand belief 'Your World Can Inspire Others'. NESCAFE excites the 80-billion-baht Thai coffee market using three strategies to inspire coffee lovers.
The campaign features Nadech Kugimiya leading a team of NESCAFE presenters including Baifern- Pimchanok Luevisadpaibul and Noom-Kanchai Kamnerdploy, while welcoming new members Poyd- Treechada Phetcharat, Jeff Satur, and Gemini-Norawit Titicharoenrak. They are all featured in new commercials that tell a compelling story about how every person's small world has the power to make a positive impact on the rest of the world. NESCAFE invites coffee lovers to join its mega consumer event to inspire the world through the innovative "Make Your World AI Mapping" activity, which simulates your world through AI technology, and "Immersive World Painting" that allows everyone to play a part in creating a better world together. NESCAFE signature beverages will also be served at the event. Coffee lovers are invited to join the event for free from January 13 to 21, 2024 at the Emsphere.
As the coffee leader, NESCAFE has a heritage of more than 80 years of making the great taste of coffee accessible to anyone in the world. The brand has delighted Thai consumers through unmatched coffee experiences, innovations, and products for all tastes and preferences. NESCAFE is fueled by its belief that everyone in the world deserves a great cup of coffee. Worldwide, people drink 6,000 cups of NESCAFE every second.
Mr. Victor Seah, Chairman and CEO, Nestle Indochina, said, "2023 was one of the most successful years for NESCAFE in Thailand, with the brand achieving its highest overall market share in the past five years. As the world's coffee leader and biggest brand, today we recognize that the world is changing and so are consumers. The NESCAFE brand is ready to embark on a shift from an everyday beverage that wakes you up to one that inspires you to make a difference in your world. Today, we are proud to introduce our new global big idea called 'NESCAFE Make Your World' to evolve our brand essence to embrace today's world that is positive, optimistic, and inspirational. Our new brand idea clearly and decisively portrays how NESCAFE is using its global scale for good, unlocking the power of coffee."
Ms. Sriprapha Chingprasertsuk, Business Manager - Coffee and Creamer, Nestle (Thai) Co., Ltd., said, "For Thailand, the NESCAFE Make Your World campaign is tailored to resonate with Thai people and designed to continuously engage coffee drinkers. NESCAFE is delivering the campaign concept through our wide range of products that meet the needs of Thai coffee lovers. One of the highlights is the launch of our new communication campaign which includes our first-ever 90-second TV commercial series featuring six inspiring true stories to reach Thais nationwide. We will also hold a 9-day mega consumer event for coffee lovers. We expect this campaign will reach over 50 million consumers nationwide and firmly reinforce NESCAFE's leadership in the Thai coffee market."
"The 'NESCAFE Make Your World' concept focuses on the belief that whether you know it or not, you're helping the world. Every day after you wake up, you go out there to put smiles on people's faces and make their day a little better. The commitment and determination that you put into whatever you do may inspire thousands. Your passion and your unwavering spirit to thrive might set new standards. This concept is part of our daily lives. As the market leader with a long history of delighting Thais, NESCAFE is committed to encouraging everyone to recognize the value and importance of their every action and the positive impact they have on other people around them and the planet. We strive to be a cup of coffee that stays by your side in making the world a better place," she added.
Close-up on NESCAFE's Three Core Strategies to Engage Coffee Lovers
Under the campaign, NESCAFE is using three core strategies to inspire coffee lovers:
Strategy 1: Shift NESCAFE's Brand Positioning From an Everyday Beverage that Wakes You Up to Being an Inspiring Catalyst
While known as the number one coffee that wakes everyone up every day, NESCAFE is now shifting to be a catalyst that inspires everyone to make a difference whether big or small, making the world a better place. NESCAFE aims to empower people to see and evoke change by encouraging them to seize daily possibilities.
The campaign began with the launch of the "NESCAFE Make Your World" series of commercials featuring six true stories of inspirational people and NESCAFE presenters. The commercials show small worlds where small acts make a big change on the people around them and our world. NESCAFE has rearranged the popular song 'Thoe Mun Rop Chan Chan Mun Rop Thoe' to be sung by Jeff and Gemini as the theme song for the commercials, which will begin airing on television and digital media starting January 11, 2024. The "NESCAFE Make Your World" campaign includes a mega event to inspire Thais from January 13 to 21, 2024, at EM Market Hall, G Floor, Emsphere. It features many activity zones including a personalization of your world generated by AI technology and an immersive world painting to engage and inspire Thai consumers to take part in creating changes in their own way.
The launch event will be followed by ongoing consumer campaigns and activities by each product group under the 'NESCAFE Make Your World' concept. This starts with NESCAFE BLEND & BREW, which will hold its "Perfect Mix" event from January 26 to 28, 2024, at Siam Square One.
Strategy 2: Provide Ultimate Coffee Experiences with a Variety of Coffee Products to Fit All Thai Coffee Drinkers' Lifestyles and Preferences.
NESCAFE prioritizes product innovation to meet consumer demands and offer coffee drinkers the ultimate coffee experience with its four best-in-class product groups: 1) The World of Perfect Mix: Explore the perfect mix with NESCAFE BLEND & BREW's seven variants that match all taste preferences; 2) The World of Authenticity: Experience aromatic and pleasant authentic coffee taste from the soul of high-quality coffee beans with NESCAFE RED CUP; 3) The World of Craft: Savor the finest coffee crafted by coffee experts with attention to every detail for a premium coffee experience with NESCAFE GOLD; and 4) The World of Passion: With NESCAFE Ready-To-Drink products that embody intense and full coffee flavors that drive you to your goals. NESCAFE plans to distribute over 5.5 million sample cups of coffee from these product groups to Thai consumers nationwide throughout the year at caravans, road shows, and tasting activities.
Strategy 3: Commit to a Sustainability Promise by Helping Thai Coffee Farmers with Regenerative Agriculture
NESCAFE is driving sustainability under the NESCAFE Plan focusing on two key areas including uplifting lives and livelihoods of coffee farmers. For over 40 years, NESCAFE has been providing training for over 2,900 farmers and distributed four million coffee plantlets to farmers, helping them produce better yields and improve their livelihoods. The total net farm income of the Thai coffee farmers supported by NESCAFE grew by 88% in 2022 when compared to 2018. Secondly, NESCAFE promotes regenerative agriculture to protect and restore the environment. Every coffee bean that NESCAFE buys from Thai coffee farmers to make NESCAFE products in Thailand has been 100% responsibly sourced.
NESCAFE is also committed to changing its packaging to be designed for recycling. Eco-friendly packaging innovations include NESCAFE BLEND & BREW sticks, which now uses monostructure packaging. NESCAFE Ready-to-Drink cans are made from 100% recyclable aluminum. NESCAFE BLEND & BREW Healthy Range and NESCAFE Protect Proslim have changed their secondary packaging to paper. These sustainability initiatives are part of NESCAFE's efforts to help drive Nestle's goal of achieving net zero greenhouse gas emissions by 2050.
The NESCAFE Make Your World event takes place from January 13 to 21, 2024, from 10:00 to 21:00 hrs. at the EM Market Hall, G floor, Emsphere. Coffee drinkers who want to be inspired can take part in NESCAFE's innovative activities for free to start off the New Year. For more details, please visit FACEBOOK NESCAFE.TH
Source: ABM Connect
