NESCAFÉ Invests 800 MB to Introduce Best-ever NESCAFÉ BLEND & BREW RICH AROMA
NESCAFÉ Invests 800 MB to Introduce Best-ever NESCAFÉ BLEND & BREW RICH AROMA with Improved Aroma of Finely Ground Roasted Coffee, Features Giant “Harmony Mug” Immersive Coffee Experience to Attract New Generation
Mr. Victor Seah (center), Chairman and CEO, Nestlé Indochina; Mr. Jojo Dela Cruz (second from left), Business Executive Officer – Coffee and CreamerBusiness Unit, Nestlé (Thai) Ltd.; and Ms. Sriprapha Chingprasertsuk (second from right), Business Manager – Soluble Coffee and Creamer, Nestlé (Thai) Ltd., with the NESCAFÉ BLEND & BREW Brand Ambassador, Nadech Kugimiya (right) and Yaya Urassaya Sperbund (left), officially introduce “The best-ever coffee recipe, the new NESCAFÉ BLEND & BREW RICH AROMA.”
NESCAFÉ is shaking up Thailand’s coffee market by introducing “The best-ever coffee recipe, new NESCAFÉ BLEND & BREW RICH AROMA,” allocating a 800-million-baht budget to attract the new generation and coffee drinkers across the country. The biggest product change of NESCAFÉ BLEND & BREW in three years, this new recipe innovation was developed to meet Thai people’s taste preferences with the perfect blend of Arabica and Robusta coffee beans to offer the perfect harmony of taste in every dimension and the richer aroma of finely ground roasted coffee. Its premiere is showcased by the innovative “NESCAFÉ Harmony Mug,” that offers a sensorial and immersive coffee experience featuring Nadech and Yaya for the first time in Thailand for Thai consumers to enjoy. NESCAFÉ will also conduct the largest and most innovative sampling in its history, giving out five million sample cups of NESCAFÉ BLEND & BREW RICH AROMA for consumers across Thailand to try this best-ever recipe.
Mr. Victor Seah (center), Chairman and CEO, Nestlé Indochina; Mr. Jojo Dela Cruz (right), Business Executive Officer – Coffee and Creamer Business Unit, Nestlé (Thai) Ltd.; and Ms. Sriprapha Chingprasertsuk (Left), Business Manager – Soluble Coffee and Creamer, Nestlé (Thai) Ltd.
Mr. Victor Seah, Chairman & Chief Executive Officer of Nestlé Indochina, said, “For close to 50 years, NESCAFÉ has offered a great cup of quality coffee with an irresistible aroma to Thai consumers. Hence, even with the challenging economy this year, NESCAFÉ continues to innovate and as the name confidently says, our new NESCAFÉ BLEND & BREW RICH AROMA has an even more well-balanced coffee taste with the richer aroma of finely-ground roasted coffee that everyone will love. This was developed specifically with the Thai coffee drinkers’ preferences in mind. The consumers research showed that Thai people like our new recipe the most. We will be conducting the biggest sampling campaign in NESCAFÉ history, offering five million sample cups of our new NESCAFÉ BLEND & BREW RICH AROMA to consumers across Thailand. This will also be supported by innovative and engaging activations. I am sure you will fall in love with it at first sip.”
Ms. Sriprapha Chingprasertsuk, Business Manager – Soluble Coffee and Creamer, Nestlé (Thai) Ltd., said, “To reach out to all coffee lovers and the new generation, we have prepared a well-rounded series of marketing activities to support this launch. The first is 30-second TV commercials titled “Perfect Harmony of Taste” that feature Nadech Kugimiya and Yaya Urassaya Sperbund, NESCAFÉ BLEND & BREW brand ambassadors, sharing their impressions about the new NESCAFÉ BLEND & BREW RICH AROMA recipe that offers the perfect harmony of taste in every dimension. The irresistible coffee aroma envelops your senses as soon as the stick is opened. The commercials began broadcasting on TV and digital media on 8 June 2022. The second key activity is the NESCAFÉ Harmony Mug, featuring Thailand’s first-ever 4D Sensory Sampling that delivers an immersive coffee experience of the perfect harmony of taste in every dimension of the new recipe of NESCAFÉ BLEND & BREW RICH AROMA. Hum along with the music from the commercial in the Harmony Moment, and enjoy an innovative photo shooting session with our two brand ambassadors at the Holobox Photo Booth. The cool activities at the NESCAFÉ Harmony Mug are being held at BTS - Siam Square One connection platform from 16 to 19 June 2022 from 10:00 to 20:00 hrs with Gulf Kanawut Traipipattanapong will participate on Saturday 18 June and Yin Anan Wong and War Wanarat Ratsameerat will join the activities on Sunday 19 June. We will also bring this fun and innovative Harmony Mug immersive coffee experience on a roadshow to excite coffee drinkers in Rayong, Udon Thani, Hat Yai, Chiang Mai from late June through August.”
“NESCAFÉ’s third key marketing activity is the largest and most innovative sampling campaign in our history, as we offer five million sample cups of NESCAFÉ BLEND & BREW RICH AROMA to consumers throughout Thailand so they can try the new recipe at participating supermarkets and hypermarkets. This will take the coffee tasting experience to another level. There will also be a Holobox Photo Booth where people can enjoy virtual shooting photos with Yaya and Nadech, as well as other activities at the point of sale. The fourth key marketing activity in the campaign is the NESCAFÉ Vans which will offer samplings of the new and best-ever recipe of NESCAFÉ BLEND & BREW RICH AROMA at wet markets, communities, government offices, and factories nationwide, as well as sell the product directly to their homes. The total campaign will be supported by a massive communications program through online channels as well as out-of-home media to invite coffee drinkers in upcountry to try this new recipe.”
“We are confident this innovative new recipe launch campaign will make the new and best-ever recipe of NESCAFÉ BLEND & BREW RICH AROMA the favorite coffee among Thai people while reinforcing NESCAFÉ BLEND & BREW’s position as the coffee mixes market leader who keeps innovating quality products for Thai consumers,” concluded Ms. Sriprapha.
The new and best-ever recipe of NESCAFÉ BLEND & BREW RICH AROMA offers the perfect harmony of taste in every dimension thanks to the perfect blend of Arabica and Robusta coffee beans. Sense the richer aroma of finely ground roasted coffee from the moment you open the stick. Try this perfect recipe and you will fall in love at first sip. It’s available now at convenience stores, supermarkets, and hypermarkets near you. You can also buy it online at Shopee and Lazada