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