Nescafe Design & Branding CITIZEN COFFEE by Lowe Vietnam

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CITIZEN COFFEE

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Vietnam
Agency Lowe Vietnam
Creative Director Robert Cohen
Art Director Nga Bui, Nguyen Nga
Copywriter Vo Tra
Designer Van Do
Producer Vanessa Hurst
Released October 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: NESTLÉ
Product/Service: INSTANT COFFEE
Agency: LOWE & PARTNERS ASIA
Date of First Appearance: Oct 1 2010
Entrant Company: LOWE & PARTNERS ASIA, Ho Chi Minh City, VIETNAM
Designer Director: Josh Breidenbach (Lowe Vietnam)
Creative Director: Robert Cohen (Lowe Vietnam)
Art Director: Nga Bui (Lowe Vietnam)
Designer: Van Do (Lowe Vietnam)
Planning Associate: Thao Tran (Lowe Vietnam)
Head of Planning: Indraneel Guha (Lowe Vietnam)
Print Producer: Duy Ho (Lowe Vietnam)
Art Director: Nga Nguyen (Lowe Vietnam)
Copywriter: Tra Vo (Lowe Vietnam)
Group Account Director: Siddharth.Malhotra (Lowe Vietnam)
Producer: Vanessa Hurst (Lowe Vietnam)
Regional Growth Officer- Asia Pacific: Vikas Mehta (Lowe Vietnam)
Media placement: Limited Edition - Hanoi - 1st Oct, 2010

Describe the brief from the client
Hanoians are people from the capital of Vietnam, potently traditional and prefer buying local brands over foreign ones. G7, a local coffee brand, kept playing their national pride card. Though Nescafe 3in1 was the nation-wide leader, G7 was leading in Hanoi.

To get closer to the Hanoians, we must get Nescafe a Hanoian citizenship. 2010 was Hanoi’s 1000th anniversary; we launched a campaign called 'Thousand years of Hanoi' to get into everyday local conversations.

We had the usual mix of TV, Web and outdoor. We need one thing that Hanoians would see as a landmark gesture.

Describe the challenges and key objectives
Challenges:
We had the usual mix of TV, Web and outdoor.
What was that one thing we could do for Hanoians for their 1000 year celebration that would be seen as a landmark gesture?

Objectives:
Equity:
- Increase loyalty score by 6+ points in Hanoi.
- Increase commitment score by 5+ points in Hanoi.

Volume Share: Increase by 5% market share in Hanoi.

Describe how you arrived at the final design
We turned our pack into the ultimate symbol of Hanoi 1000 year celebrations & a piece of art, ‘The Lacquer Limited Edition Pack‘.

The original Nescafe 3in1 pack was re-designed from a square pack to a triangle shaped lacquer box which is a conscious reference to three historical milestones that shaped Hanoi (THANG LONG –DONG DO – HA NOI).

It adorned patterns and poetry reflecting Hanoi’s rich culture & history. Every minute detail was tended to, as this was a sensitive piece of work that meant a lot to the people.

Give some indication of how successful the outcome was in the market
This was the first time in the history of Hanoi that any brand had done this. Nescafe 3in1 was the only brand to execute this idea during this important event.

Hanoians, being appreciative of art, welcomed this limited edition pack with arms wide open
Nescafe 3in1 was the only brand to do such an gesture for the 1000th year celebration of Hanoi.

- It gave our campaign the soul that we were trying to bring across to the people of Hanoi.
- Brand loyalty jump by 17 points (From 32 to 49 points) – 183% over the target (Source: TNS Brand Track).
- An incremental volume growth of 7.4% from the limited edition packs last year – 148% over the target (Source: Client Data).