Nescafé Branding Has Been Overhauled for a Refreshed Profile
Michael Hemsworth — January 26, 2024 — Marketing
References: nescafe & talkingretail
The Nescafé branding has been given an overhaul by the the brand to keep it relevant in an ever-changing marketplace and also highlight some of the best aspects of the premium coffee products.
The branding features the recognizable logo that's positioned front and center on each product and accented by the 100% responsibly sourced coffee declaration to catch the eye of shoppers. The rebranding will be supported by an expansive marketing push that includes TV, digital and social media activity. The rebranding aims to strike a balance by playing with the brand's heritage and elevating it into an everyday luxury product.
Marketing Director at Nestlé UK and Ireland Sophie Demoulin spoke on the new Nescafé branding saying, "We are thrilled to embark on this major rebrand of Nescafé and to unveil its exciting new look. This relaunch represents a significant milestone for our brand as we continue to evolve and stay ahead in the ever-changing coffee industry. By introducing new captivating pack designs, and making substantial investments in the brand, we want to demonstrate that we are dedicated to delivering exceptional coffee experiences to our fans."
The branding features the recognizable logo that's positioned front and center on each product and accented by the 100% responsibly sourced coffee declaration to catch the eye of shoppers. The rebranding will be supported by an expansive marketing push that includes TV, digital and social media activity. The rebranding aims to strike a balance by playing with the brand's heritage and elevating it into an everyday luxury product.
Marketing Director at Nestlé UK and Ireland Sophie Demoulin spoke on the new Nescafé branding saying, "We are thrilled to embark on this major rebrand of Nescafé and to unveil its exciting new look. This relaunch represents a significant milestone for our brand as we continue to evolve and stay ahead in the ever-changing coffee industry. By introducing new captivating pack designs, and making substantial investments in the brand, we want to demonstrate that we are dedicated to delivering exceptional coffee experiences to our fans."
Trend Themes
1. Enhanced Coffee Branding - The Nescafé rebranding refreshes the brand's profile and highlights the best aspects of the premium coffee products.
2. Responsible Sourcing - The 100% responsibly sourced coffee declaration on Nescafé products catches the eye of shoppers and emphasizes sustainability.
3. Balanced Heritage and Luxury - The new Nescafé branding strikes a balance by playing with the brand's heritage and elevating it into an everyday luxury product.
Industry Implications
1. Food and Beverage - The enhancements in coffee branding present opportunities for coffee brands to refresh their own profiles and appeal to a changing marketplace.
2. Marketing and Advertising - The expansive marketing push behind Nescafé's rebranding highlights the importance of impactful marketing campaigns in the coffee industry.
3. Packaging Design - The introduction of new captivating pack designs by Nescafé showcases the potential for innovation and creativity in coffee packaging design.
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