NESCAFE Introduces NESCAFE Creamy White
Bangkok–21 Oct–Aziam Burson-Marsteller
NESCAFÉ, under Nestle (Thai) Ltd., the world’s nutrition, health and wellness leader, has always been at the forefront of coffee trends and delivers a quality cup of coffee to consumers. NESCAFÉ paves the way for a new “White Coffee” segment in the Thai coffee market with the launch of NESCAFÉ Creamy White. Targeting members of the new generation, young coffee drinkers will be drawn to the pleasurable creamy and milky taste from the milk content of NESCAFÉ Creamy White. NESCAFÉ will open a “White Coffee Bar” at hotspots around Bangkok and in supermarkets nationwide as part of its experiential marketing strategy, offering one million sample cups of NESCAFÉ Creamy White to target consumers. NESCAFÉ will also engage key online influencers to share the enjoyable moments of creamy white coffee on social media.
Ms. Audrey Liow, Chairwoman and Chief Executive Officer of Nestle Indochina, revealed that research on Thailand’s coffee consumption behavior showed that the new generation of coffee drinkers tend to choose a milkier coffee taste profile. This can be proven by the popularity of latte and cappuccino, which contribute to more than 40% of cups served in local coffee shops.
“NESCAFÉ is the Thai instant coffee market leader. We saw an opportunity to expand our business by responding to the demands of new-generation consumers who have a preference towards coffee with milk. This is why we decided to create the ‘White Coffee’ segment for the first time in Thailand by introducing NESCAFÉ Creamy White and positioning it as the young generation’s favorite drink. Its key differentiation is: i) a pleasurable creamy and milky coffee from the milk content; and ii) a rich coffee aroma from the latest proprietary technology unique to NESCAFÉ.
“To create the ‘White Coffee’ segment, we are introducing NESCAFÉ Creamy White using an experiential marketing strategy. This includes launching the ‘White Coffee Bar’ in hotspots for the new generation in Bangkok, such as universities, office buildings, and BTS Stations, as well as in lifestyle-shopping malls, supermarkets, and retail stores nationwide, so young people can experience the taste of ‘Creamy White Coffee.’ We also invited key online influencers such as Khun Chutavuth “March” Pattarakampol, Khun Rathfar “Padpudd” Chaichueanjit, and Khun Thiti “Bank” Mahayotaruk to share their enjoyable moments with a cup of NESCAFÉ Creamy White via Instagram and Facebook to connect with the new generation of consumers,” said Ms. Audrey Liow.
The launch of NESCAFÉ Creamy White will be supported by an integrated marketing communications campaign including out-of-home media, point-of-sales materials, and print and online media, as well as a TV commercial titled “Try Me Love Me.” “We are confident the creamy, milky taste from milk will make new NESCAFÉ Creamy White a favorite among the new generation of consumers. You can say it will be ‘love at first sip’,” concluded Ms. Audrey Liow.
NESCAFÉ Creamy White coffee is now available in two sizes – a pack of four sachets for 26 baht and a pack of 20 sachets for 102 baht.