Nescafe Design & Branding THE SOUND MACHINE by Marcel Paris

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market France
Agency Marcel Paris
Executive Creative Director Emmanuel Lalleve, Florent Imbert
Creative Director Jeremie Bottiau, Loïck Clermonté
Art Director Ludovic Marrocco
Copywriter Damien Calla
Account Supervisor Chloé Beillacou
Strategic Planner Nicolas Levy
Released December 2012

Credits & Description

Category: Offline Digital Design
Advertiser: NES
Product/Service: COFFEE
Agency: MARCEL
Executive Creative Director: Florent Imbert (Marcel)
Executive Creative Director: Emmanuel Lalleve (Marcel)
Creative Director: Jeremie Bottiau (Marcel)
Creative Director: Loïck Clermonté (Marcel)
Copywriter: Damien Calla (Marcel)
Art Director: Ludovic Marrocco (Marcel)
Webdesign: Hélène Boutanos (Marcel)
Webdesign: Christophe Decouland (Marcel)
Account Supervisor: Chloé Beillacou (Marcel)
Strategic Planner: Nicolas Lévy (Marcel)
Account Manager: Mélanie Ageneau (Marcel)
Technical Supervisor: Stéphane Nauroy (Marcel)
Head Of R&D: Wen Li/Laurent Berthelot (Marcel)
Advertiser's Supervisors: Maxime Giroud/Aurélie Martin (Nestlé)
Production Company: Milk (Milk)
Media placement: Temporary Event - Gare Du Nord (Paris) - 12/04/2012

Describe the brief from the client

Young consumers are difficult to attract to the coffee market. Since 2008, it has lost 390,000 of them (16-24 YO).
The key factors are:
- No brands are targeting young consumers
- Young consumers have specific taste references - they prefer milkier, sweeter, low coffee content beverages. They don’t like the bitter taste of coffee and the bad breath that comes with it
- For them drinking coffee means entering into adulthood

That’s why Nescafé created Nes, a strong opportunity to reconnect through a specifically designed range of beverages with a sweeter taste.

Describe the challenges and key objectives
Too old for chocolate and too cool for coffee: the main goal was to get young people to reconsider coffee, ultimately making Nes their new morning cup. The product itself has everything for young people, and their preferences, enjoy: a sweet, milky taste and different flavours like vanilla or chocolate just to name a few.

However, it was still called 'coffee' so our main challenge was getting it on the target’s brand radar. We wanted to come up with an idea that would get them to reconsider coffee, and be edgy enough to spark discussion and buzz around the brand.

Describe how you arrived at the final design
Brands that successfully talk to young people are the ones that are not afraid to target them and only them. However, instead of just telling young people that Nes was made for their generation, we chose to do the opposite: tell the older audiences that Nes was not for them in such a way that young people would come to hear about it: the Nes Sound Machine was born.

A revolutionary machine with a unique design that streams a sound sequence over 17khz, the threshold that people over 30 cannot hear.
A machine that serves you free coffee…only if you’re young enough.

Give some indication of how successful the outcome was in the market
Lots of excitement and controversy have circulated around the machine. User videos were posted on YouTube and picked up by over 50 French and international blogs.

More than 4,000 tweets and 15,000 posts on Facebook in the first week.
Heated debates, across social media platforms, allowed The Sound Machine to make a grand entrance in the top 5 trending topics.
The buzz spread to press and magazines, with a significant impact on sales as a consequence. In 1 week, sales increased by 75% in stores, nationally making Nes the no.1 hot beverage for 18-25 year olds.