NESCAFÉ Taster's Choice Invites Consumers to Peel to Reveal a New Label
Guy Nagler — October 25, 2017 — Marketing
NESCAFÉ Taster's Choice Israel is launching a new label with a one-of-a-kind campaign.
Changing the design of a product label may sound like a simple task, but for a leading brand like NESCAFÉ Taster's Choice, which has kept the same label for the past 22 years, it is an important and critical step. The big question is how will the brand's fans react to a package with the familiar face of a man drinking coffee when they find out he is gone? And how does a brand tell them that the taste is still the same? NESCAFÉ Israel and Glickman Shamir Samsonov Publicis advertising agency have found a unique, never-before-seen way to convey the message.
For the first time in Israel, the old label will be affixed to the new one using a special technology with easily removable adhesive, giving consumers the pleasure of revealing the new label themselves. That way, each of them will immediately understand that the label has changed, but the product remains the same. The campaign will be supported by TV and digital ads, PR and point of sale at stores that appeal to consumers.
Changing the design of a product label may sound like a simple task, but for a leading brand like NESCAFÉ Taster's Choice, which has kept the same label for the past 22 years, it is an important and critical step. The big question is how will the brand's fans react to a package with the familiar face of a man drinking coffee when they find out he is gone? And how does a brand tell them that the taste is still the same? NESCAFÉ Israel and Glickman Shamir Samsonov Publicis advertising agency have found a unique, never-before-seen way to convey the message.
For the first time in Israel, the old label will be affixed to the new one using a special technology with easily removable adhesive, giving consumers the pleasure of revealing the new label themselves. That way, each of them will immediately understand that the label has changed, but the product remains the same. The campaign will be supported by TV and digital ads, PR and point of sale at stores that appeal to consumers.
Trend Themes
1. Interactive Product Labels - Brands could use easily removable adhesive on their labels to allow consumers to interact with and reveal new designs or information.
2. Product Design Evolution - Big brands could update their classic product labels to keep up with the times and appeal to a new generation of consumers.
3. Consumer Engagement Marketing - By giving consumers a way to participate in revealing product updates, brands can create moments of excitement and engagement with their audience.
Industry Implications
1. Food and Beverage - This trend could be applied to various food and beverage products, allowing brands to create an interactive experience with their consumers.
2. Consumer Goods - Brands in the consumer goods industry could incorporate interactive labels to help consumers engage with their products in new and exciting ways.
3. Advertising and Marketing - This trend offers opportunities for advertising and marketing agencies to help brands update and evolve their product designs while maintaining customer loyalty.
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