âAll NescafÃ© packs will move to the globally aligned visual identity system,â 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 NescafÃ©’.” 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: “NestlÃ© has yet to decide how the new publicity will play outâ¦ It’s a work in progress.”
Current commercials show Bollywood actress Deepika Padukone as the face of NescafÃ©, 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, NescafÃ© 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: âThe imagery of coffee almost always projects user-friendliness – so people prefer to consume it outdoors. So coffee tends to become more of ‘outside consumption’, âsaid Nair.
âPackaged coffee has to go to great lengths to rejuvenate coffeeâ¦ for example, single dose coffee which is a big hit in international markets has not been attempted here,â Nair added.
The company headquartered in Vevey, Switzerland, announced two days ago that NescafÃ© is launching a unified, global look for all products in the 180 countries where it is sold.