Nestlé India reorganizes the Nescafé coffee brand

NEW DELHI / MUMBAI: The country’s largest food company is revamping the Nescafé coffee brand with new packaging and a new advertising theme: “It all starts with a Nescafé”. The redesign is in line with the company’s overall mandate to rejuvenate the brand and make it more contemporary.

“All Nescafé packs will move to the globally aligned visual identity system,” said Nayla Sioufi, Managing Director of Coffee. “This change will also be accompanied by the new common communication message centered on ‘Everything starts with a Nescafé’.” Sioufi added that the change was aimed at “further strengthening the brand’s market leadership in the instant coffee category in India.” She did not disclose the brand’s current market share, however.

Prasoon Joshi, executive chairman of McCann WorldGroup, the Nescafe account creation agency, declined to comment on his advertising plans in India. Joshi is currently at the Cannes Lions festival, where he is a judge.

But a senior agency official said: “Nestlé has yet to decide how the new publicity will play out… It’s a work in progress.”

Current commercials show Bollywood actress Deepika Padukone as the face of Nescafé, along with musicians Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa, with the exception of TV actor Purab Kohli. A recent industry report indicated that in the instant coffee category, Nescafé is the leader with around three quarters of the shares, with Bru of Hundustan Unilever in second place.

The packaged coffee market is estimated at nearly Rs 800 crore, but growing below single digits at best, with almost no category innovation by marketers. Meanwhile, coffee culture seems to be growing at the expense of home consumption.

Prathish Nair, chief enterprise architect at consultancy firm Trancend Brand Consulting, said: “The imagery of coffee almost always projects user-friendliness – so people prefer to consume it outdoors. So coffee tends to become more of ‘outside consumption’, ”said Nair.

“Packaged coffee has to go to great lengths to rejuvenate coffee… for example, single dose coffee which is a big hit in international markets has not been attempted here,” Nair added.

The company headquartered in Vevey, Switzerland, announced two days ago that Nescafé is launching a unified, global look for all products in the 180 countries where it is sold.

About Jeffery L. Parker

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