Amid reports that sales for instant coffee in the U.S. have been declining steadily since 2012, Nescafe has decided to redesign their Taster's Choice packaging and launch a campaign reaching out to budget-minded Millennials. Since company research showed that 40% of consumers are drinking less coffee because it is too expensive to buy outside the home, they believe they have an opportunity to convince then to switch. (Lukovitz, 2016)
Of course first they have to convince people that their product isn't inferior. Here's the commercial they hope will do it...
Looking at it I couldn't help but think about a successful campaign (10% sales increase) the brand ran back in the early 90's which took an entirely different approach. Here's an ad from that campaign...
So, what do you think? Will the new campaign be successful? If so, why? What do you think of the soap style campaign from 1992? Do you think a similar approach might be more successful than the new campaign? If so, why?
Lukovitz, K. (2016, October 13) New Campaign Aims To Reinvigorate Nescafe Taster's Choice. mediapost.com. Retrieved October 13, 2016, from
DeWolf, R. (1992, December 2) Taster's Choice: A Never-ending Saga Sexy Commercials Put Spice In Coffee Sales. philly.com. Retrieved October 13, 2016, fromhttp://articles.philly.com/1992-12-02/business/25994312_1_instant-coffee-coffee-category-sophisticated-coffee