Nescafé, the number one coffee brand in the world*, celebrated its 75th anniversary last year. Now, the iconic coffee brand is starting a redvolution in Canada, preparing to shape the world of coffee for the next 75 years.
“Life is full of amazing possibilities, but in order to achieve them you need to get started,” says Erin Matier, Marketing Manager, Nestlé Canada. “Our new campaign is all about the way Nescafé helps you get started. It’s not just in the traditional sense of Nescafé helping you start your day, but also in other areas of life. Nescafé is a brand that encourages you to seize opportunities and make the most of every day.”
With this outlook, Nescafé is reconnecting with coffee fans across the country with a campaign that started earlier this month. The brand is focusing on existing fans and those who have yet to discover Nescafé, communicating through a new Nescafé TV ad, new packaging, further engagement on the Nescafé Facebook page, and sampling programs and sponsorships.
New look for Nescafé
Over the coming months, new Nescafé packaging will start appearing on store shelves. While the products inside are the same coffees loved by consumers, the design of the entire Nescafé lineup will be refreshed to reflect a modern and consistent look.
The Nescafé Plan
All Nescafé products sold in Canada are part of the Nescafé Plan, which is Nestlé’s initiative to bring Creating Shared Value and coffee farming and production practices together. Under this plan, Nestlé is investing 500 million Swiss francs in global coffee projects by 2020, distributing 220 million high-yield coffee plantlets, training 30,000 farmers and supporting social projects in coffee-growing communities.
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*According to market share data