Next month Nestlé is launching a new £5 million through the line campaign for NESCAFÉ GOLD BLEND®, the UK’s favourite premium soluble coffee (1). The campaign will tap into the rich heritage of GOLD BLEND, introducing a new Gold Blend couple, whilst updating its appeal for coffee lovers.
NESCAFÉ Marketing Head Katy Hilditch said: “Our objective was to reinvent the relationship theme of the classic adverts in a modern and subtle way, while also positioning GOLD BLEND within the master-brand NESCAFÉ campaign. ‘Coffee at its Brightest’ is one of the most ambitious campaigns in the brand’s history and has been very well received by consumers.”
The campaign will run across TV, cinema, online, and PR with two bursts of activity this spring and autumn. At the same time, NESCAFÉ GOLD BLEND will receive a packaging refresh to give the brand a more contemporary and premium feel.
Nestlé UK Trade Communications Manager, Graham Walker commented; “We have seen a strong start to the year for NESCAFÉ Gold Blend, which is up 15.5% on last year (1). The new campaign and packaging offers an excellent opportunity for retailers to boost their premium coffee sales."
NESCAFÉ, the UK’s best-selling instant coffee, launched the £43 million ‘Coffee at its Brightest’ campaign in September with the aim of reminding people that instant coffee is 100% real coffee with nothing added. With a 55.2% market share, NESCAFÉ is enjoyed by over half of UK households with Britons drinking 13,900 cups of NESCAFÉ a minute(1).
Nestlé is investing heavily in its brands this year, with a 15% increase in media spend from 2008. ‘Coffee at its Brightest’ is NESCAFÉ’s biggest campaign ever.
1 IRI Grocery Outlets YTD 27th February 2010
1 IRI 52 w/e 27 March 2010
1 TNS Usage 12 m/e May 2009