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, from
http://articles.philly.com/1992-12-02/business/25994312_1_instant-coffee-coffee-category-sophisticated-coffee
