Nescafe Promo, Case study WHY NOT? by Zop

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WHY NOT?

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Philippines
Agency Zop
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: NESTLÉ
Product/Service: INSTANT DECAF COFFEE
Date of First Appearance: Dec 1 2010
Entrant Company: ZENITHOPTIMEDIA, Makati, THE PHILIPPINES
Chairman: Venus Navalta (Zenith Optimedia Phils (ZOP))
Account Director: Dinna Zaratan (ZOP)
Cluster Head: Tin delos Reyes (ZOP)
Media Planner: Melody Laogan (ZOP)
Buying Manager: Glecy Arada (ZOP)
Buyer: Marci Espartero (ZOP)
Brand Executive Manager: Christophe Stern (Nestle Philippines)
Vice President Media: Joy Jolingan (Nestle Philippines)
Consumer Marketing Manager: Odie Lanas (Nestle Philippines)
Consumer Marketing Manager: Pam Condeno (Nestle Philippines)
Media placement: Magazine - Preview, Cosmopolitan, Men's Health - December 2010
Media placement: Magazine - Good Housekeeping - January 2011

Insights, Strategy & the Idea
The Philippines is a soluble coffee market, dominated by NESCAFE Classic with 73% volume share. Daily coffee consumption is 1.1 cup, usually drank in the morning. NESCAFE Decaf’s presence is limited in-store; awareness and penetration are low, decaf is taken primarily for health reasons. There is an opportunity for Nescafe Decaf as an incremental evening cup for coffee drinkers, by creating an “end of day” consumption moment.
NESCAFE Decaf targets Adult Urban dwellers who are daily drinkers of NESCAFE Classic. They drink their coffee in the morning for stimulation and don’t drink coffee at night as they won’t be able to sleep. They are busy people, with loads of work and they look forward to a relaxing evening.
The insight, “the day is over, I can rest easy now”, means NESCAFE Decaf will help them wind down while enjoying a full flavoured coffee taste without the concern of being kept awake.

Creative Execution
NESCAFE Decaf employed an “education, enjoyment and experience” strategy, creating firsts in magazines, and creating a relaxing after work habit of coffee drinkers:

• First ever “Glow In the Dark magazine ad” demonstrated that NESCAFE Decaf can be enjoyed at night.
• Magazine covers used the NESCAFE Decaf colour palette in mastheads and blurbs.
• Editorial content roadblock of easy reading articles and cover gatefolds.
• Experiencing NESCAFE Decaf via:
- Single serve packs inserted in major magazines.
- Tie-up with select magazines for evening sampling in movie premieres.
- Magazines created coffee nooks in high affinity malls where people savour a cup of NESCAFE Decaf.
• Also, NESCAFE Decaf branded and owned the evening TV primetime block, used radio DJ conversations to debunk the myth that coffee cannot be drank at night, and strategically timed giant LEDs, building projections and creating anticipation for a relaxing end to the day with NESCAFE Decaf.

Results and Effectiveness
NESCAFE Decaf volume and value shares posted growth of 12% and 10%, respectively in Sep-Dec 2010 compared to a year ago.