NESCAFÉ® COFFEE RETURNS TO ITS ROOTS WITH BIGGEST EVER CAMPAIGN
September 1, 2009
NESCAFÉ, the UK’s most popular coffee and the brand which invented instant coffee 71 years ago has launched a new £43 million campaign aimed at reminding people that instant coffee is 100% real coffee made from pure and natural coffee beans and nothing else.
The move follows extensive research that shows younger audiences think ‘instant’ means coffee which is in some way impure and artificial.
The campaign, known as ‘Coffee at its Brightest™’ has been a year in planning and includes one of the most ambitious TV ads in the brand’s history. Shot in Brazil, the ad celebrates the origins of coffee and focuses upon reminding people that NESCAFÉ coffee is 100% pure with nothing added whatsoever from coffee plant to jar.
“We invented this style of coffee in 1938 and the reason it was called instant was because you only had to add hot water in order to get a cup of coffee,” says NESCAFÉ coffee’s Master Taster, David Baxter. “In the ‘50s and ‘60s and through to the ‘70s, being ‘instant’ had real status appeal,” continues Baxter. “If something was ‘instant’ it meant it was new, innovative and more expensive but younger audiences today think of it as a negative so for us to stay relevant, it’s important we let them know what our coffee is.”
Over 13bn¹ cups of instant coffee were drunk at home last year but research shows consumer understanding of ‘instant’ is out of kilter with reality:
- 7 out of 10 people do not realise instant coffee is made from 100% pure and natural coffee beans²
- Over 40% of people think instant coffee is processed²
“Coffee is a drink which has been enjoyed for thousands of years,” continues Baxter. “We should celebrate its origins whilst reminding people that NESCAFÉ coffee is 100% pure coffee with nothing added whatsoever from plant to jar.”
The beginnings of NESCAFÉ coffee can be traced back to 1930, when the Brazilian government challenged Nestlé to create a coffee that could be made simply by adding water but which retained the coffee's natural taste and flavour.
After seven years of development by coffee guru Max Morgenthaler and his Swiss research team, NESCAFÉ coffee was born and the breakthrough was introduced to the world on April 1st 1930.
A few things you might not know about coffee:
- NESCAFÉ is the 7th biggest brand in Britain (source: Grocer Britain’s Biggest Brands 2009) and the most popular coffee brand in the world
- Coffee ranks in the top three most consumed beverages in the world together with tea and water
- 17.9 billion cups of coffee were drunk last year 74% of which was instant and 10% R&G ¹
- NESCAFÉ coffee is already enjoyed by over half of UK households with Britons drinking 13,900 cups of NESCAFÉ coffee a minute [source: TNS Usage 12 m/e May 2009]
- The UK coffee market is worth £755m with roast and ground only accounting for £142m [source: IRI total grocery outlets 52 w/e 08/07/09]
- NESCAFÉ Gold Blend was recently voted the most romantic ad of all time by consumers [source: Marketing Week 10th October 2008]
- Coffee is a rich source of antioxidants
Contact Details:
Jo Seymour–Taylor
Email: jo.seymour–taylor@trimediauk.com
Tel: 020 7025 7550
Mobile: 07595 106 206
Sarah Stevens
Email: sarah.stevens@trimediauk.com
Tel: 020 7025 7563
Mobile: 07772 187 050
