Go behind the scenes of NESCAFÉ BLEND & BREW's big campaign to welcome the beginning of 2023 with the

“Choose the right sachet, the right life”

campaign, reinforcing its position as a quality coffee brand.

that meets every lifestyle of the new generation

Send a commercial that combines 5 superstar presenters

that represents coffee lovers in all styles come together

Whether it's Nadech Kugimiya, Tor Thanapob, Baifern Pimchanok, Gulf Kanawut, and reinforce the army with the new presenter of NESCAFÉ Black Roast, the most intense roast like Bogey Lai. Aon, which comes with a single and a MV for the song "Khor Neung", which has also created a new phenomenon for the coffee industry.

We'll take you behind the scenes of the big campaign.

that there is a source

Changing trends in coffee consumption

According to a consumer survey conducted by Nielsen in 2022, Thai consumers tend to drink coffee.

There are interesting changes, whether it is a preference for more diverse coffee.

60% of people aged 16-24 prefer to drink hot coffee and 40% iced coffee, and among those people prefer white cup coffee with milk added.

Or up to 62% creamer, whose popular menu is cappuccino, espresso with milk and latte, while another 38% prefer to drink black coffee.

The number one menu is Americano, which is still popular to add sugar to enhance the taste.

Both black coffee and coffee with milk

as well, in the overview of all consumer groups in Thailand

drinking coffee at home

Still a larger proportion than 70% by instant coffee

It is also the most popular coffee.

with estimated sales as high as 58%

In addition, the results of the study indicated that

Coffee lovers tend to have more habits of drinking at certain times, for example, hot coffee menus are popular menus to drink in the morning.

More than 50% of the total coffee consumption occurs before breakfast.

iced coffee menu

Often popular to drink during the noon and afternoon.

The behavior of drinking coffee in the house.

They are most abundant in the morning and at night.

on the last point

is a trend for more health consciousness

by people changing their lifestyles for more than 2 years from COVID-19

Makes me start to pay attention to food and drink

that is more healthy

and willing to spend

in physical and mental health care

The buying behavior has changed to online.

to reduce exposure

With this changing trend

This is the reason why NESCAFÉ BLEND & BREW launches the campaign

“Choose the right sachet, the right life”

to please Gen Z this year.

Penetrating Gen Z with music marketing strategy

Jojo Dela Cruz,

Executive Director of Coffee and Creamer Business, Nestlé (Thai) Limited, spoke about the idea behind the campaign.

“This year we have opened the 2023 era with greatness.

with the use of music marketing strategies

'NESCAFÉ BLEND AND BREW, Choose the sachet you like, the right life' campaign is launching today, one of NESCAFÉ's biggest campaigns ever.

to connect with the new generation of Gen Z, no matter what lifestyle everyone has

What type of music do you like?

Or what kind of coffee do you like?

everyone can

“Choose the right sachet, the right life” because NESCAFÉ BLEND & BREW is the right sachet for the new generation.

With a variety of flavors that can meet the needs of various groups of coffee lovers well "

By picking up the strengths of the product with a variety of flavors in all 5 flavors, covering both hot and cold menus, black coffee or milk coffee, whether it is someone who likes intense coffee.

or fascinated by mellow coffee

want to freshen up

Or love health, NESCAFÉ BLEND & BREW can answer all your needs.

and the lifestyle of the new generation of coffee lovers at every moment.”

Sriprapha Jingprasertsuk

Business Manager of instant coffee and creamer, Nestle (Thai) Co., Ltd. emphasizes the idea of ​​the campaign that

“We continue to do full marketing activities in this campaign.

In the first phase, we have started laying out a new TV commercial with 5 presenters NESCAFÉ BLEND & BREW and NESCAFÉ AMERICANO including Nadech, Gulf, Tor, Bai. Fern and the new presenter Bogey Lion, all 5 of whom will represent every group of coffee lovers to convey the concept.

'Choose the right envelope, the right life' by using the special single 'Khor Nest Nueng' sung by Bogey Lion.

as the soundtrack for a new commercial

which was released along with the MV on television

and all digital media channels

which received a very excellent response

“In addition, we also have out-of-home advertising media.

Distributing sample products on campus

caravan

and promotional stages at the point of sale, activities on digital media

and road show activities to create delight for coffee lovers across the country

We have allocated hundreds of millions of baht in budget for this campaign.

And I am confident that this campaign will be able to reach more than 10 million coffee lovers and new generations across the country and create a phenomenon of 'Khor Nest Nueng' as a catchy hit single and will soon be charted on all platforms. soon”

Whether you are a coffee lover in style

"Friendly Player"

(Nadech Kugimiya) who emphasizes mellowness, easy access, good human relations that everyone wants to approach, or a

"dream hunter"

(Gluff Kanawut)

who likes intensity

like S Presso Roast and a new generation with high drive, quick thinking, adaptable to changing situations well, being an

"independent lover"

(Thanaphob Leeratanakajon) who likes to drink Americano.

And live a comfortable life, love freedom, looking for activities that refresh your life to be fun all the time or to be a

"confident health conscious person"

(Baifern Pimchanok) is suitable for the low sugar recipe, very delicious.

The envelope of people who pay attention to every detail in terms of quality of life and finally, if you are an

“extreme person”

(Bogey Lion) is suitable for strong coffee, extreme Black Roast, representative of people who love challenges, dare to try, dare to take risks, enjoy everything in life.

No matter what kind of person you are, NESCAFÉ BLEND & BREW meets every lifestyle.

And needs for you to

"Choose the sachet that you like, the right life"

in your own way today at the convenience store.

supermarket

and hypermarkets

Shop near you

dealer stores nationwide

or online channels