Introduces Pope and James Ji as co-brand ambassadors
Bangkok - April 26, 2019: NESCAFÉ today officially introduced a new version of NESCAFÉ BLEND & BREW, which is the first-ever finely-ground roasted coffee mix innovation made from Arabica and Robusta, two types of coffee beans. New NESCAFÉ BLEND & BREW uses proprietary encapsulation technology that captures and protects the full-bodied flavor and aroma of genuine roasted coffee. It delivers a perfect cup with an intense but smoother taste with the first sip along with an irresistible aroma. New NESCAFÉ BLEND & BREW also introduced two magnet superstars as co-brand ambassadors: Thanawat (Pope) Wattanaputi, who represents the intense taste of Robusta coffee, and Jirayu (James Ji) Tangsrisuk, who represents the smooth taste of Arabica coffee. Together, they convey the “Bond to be the Best” concept of the new product range through a TV commercial and web films directed by Nithiwat (Ton) Tharatorn, the famous movie director, which feature the popular song “Aow Pai Loey,” covered by the band “Slot Machine.” Today’s launch event featured a phenomenal “Battle to be the Best” music performance featuring Pope, who led the intense “Robusta Team,” and James Ji, who led the smooth “Arabica Team.” The show at Parc Paragon highlighted the perfect bonding between their two styles of music and reflected the character of the two types of beans.
The excitement-filled launch event started with a video showing the two brand co-ambassadors challenging each other. Fans cheered as Pope and James Ji then took the stage in person for a musical battle under the “Bond to be the Best” concept in front of an audience packed with fans and guests. Pope’s intense Robusta Team, which included Isariya (Hunz) Pattaramanop, and James Ji’s Arabica Team, featuring Thassapak (Bie) Hsu, engaged in an energetic performance backed by a dance group. For the finale, the two stars and their teams bonded together as they sang in harmony, representing the infusion of Robusta and Arabica beans, which is the core concept of new NESCAFÉ BLEND & BREW.
Mr. Victor Seah, Chairman & Chief Executive Officer of Nestlé Indochina, said, “NESCAFÉ is one of the biggest brands in the Nestlé family. It has been the number one favorite coffee brand for Thai people for 46 years. Throughout its successful journey in Thailand, NESCAFÉ has demonstrated its role as a connection builder that inspires Thai people to nurture stronger bonds with their friends, families, and loved ones. It all starts with a NESCAFÉ every day, with an indulgent and pleasurable coffee experience. Many Thai people have started building beautiful relationships together over a cup of NESCAFÉ. At Nestlé, we always innovate and improve our products to offer better solutions that meet the evolving needs of Thai consumers. This is why this evening we are introducing a new version of NESCAFÉ BLEND & BREW, which makes the biggest contribution to our business in Thailand, with our biggest product launch of the year. This represents a major step forward in NESCAFÉ’s evolution and raises the bar even higher for good quality coffee with an irresistible aroma. This product innovation is just one more example of the many things we do that reflect the Nestlé Purpose of enhancing quality of life and contributing to a healthier future.
Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestlé (Thai) Ltd., said, “NESCAFÉ continues to lead the Thai coffee market with innovation. Drinking coffee is more than just stimulation – it’s also about enjoying a pleasurable moment of the irresistible aroma from good-quality coffee. Most coffee mix products use only one type of coffee bean, mainly whole Robusta. This is the first time in Thailand that we are bonding together two types of finely-ground roasted coffee beans. New NESCAFÉ BLEND & BREW delivers a perfect cup from these two beans, with Robusta offering an intense, full-bodied flavor, while Arabica offers a smooth taste. Combined, they create a unique aroma as our proprietary encapsulation technology captures and protects the full-bodied flavor and aroma of genuine roasted coffee. This perfect bonding of Robusta and Arabica delivers a more irresistible aroma and a better flavor, with an intense yet smoother taste profile that Thai people will love.”
NESCAFÉ invites Thai coffee lovers to try new NESCAFÉ BLEND & BREW to enjoy its better aroma and taste profile from two types of beans. New NESCAFÉ BLEND & BREW is now available in four variants: Rich Aroma with an irresistible aroma and well-balanced taste; Espresso Roast offering an intense full flavor; Less Sugar for the perfect cup with 25% less sugar; and New!! No Table Sugar, which has an unsweetened taste for health-conscious consumers to enjoy great coffee without sweetness. All variants are now available at supermarkets and hypermarkets nationwide.