nescafe blend 43 - advertising, media & creative brief

7/23/2019 Nescafe Blend 43 - Advertising, Media & Creative Brief

1/7

Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B

Develop a Media Plan

Advertising Brief: Nescafe Blend 43BackgroundNescafe Blend 43 is a supermarket brand of coffee, designed to appeal to thenon-sophisticated, value conscious palate, who seek consistency of taste,consuming the product in-home.

Owned by Swiss food processing company Nestle (the worlds largest buyer ofcoffee, approximately 780,000 tonnes annually 10% of global supply), Nescafesoluble coffee was created in the 1930s following several years of research anddevelopment, at the request of the Brazilian government, in response to thevolatile impact of coffee exports due to the Depression, the need to develop animproved method to process, package and distribute coffee in the US, based onNestls research and expertise at developing powdered food products.

At the time instant coffee was not a new idea, having been invented by achemist in Japan in 1901. Despite various attempts, the original processingtechnique resulted in an instant coffee product that was not popular withconsumers utilising a process whereby batches of high-strength concentratedcoffee was brewed and boiled dry in stainless steel vats, with the residueremaining at the end of the process marketed as instant coffee. However, theheat involved in the boiling process destroyed the aromatic and flavourfulproperties, and when reconstituted was pungent and bitter.

Nestle developed a new process for dehydrating the concentrated coffee whichvastly improved the quality. It entailed spraying a fine mist of the solution into aheated tower where the droplets turned to powder almost instantly. They thenadded carbohydrates in the form of dextrose, dextrin and maltose which helpedpreserve the flavour.

Nestle struggled to come up with a name for this new product which wouldinspire the public to buy it, and decided to combine the word Nestle with theItalian word for coffee (cafe), in the hope that the Italian reference would createan aura of romance and capture the imagination.

Nescafe was introduced to Australia in 1947, and was marketed as the 3-Second-Coffee, and by 1952 accounted for 17% of Australias total coffeeconsumption.

Continuing to build on its strong relationships with global coffee producers, inAugust 2010 Nestle announced the signing of THE NESCAFE PLAN, whereby it

will invest half a billion dollars in implemented sustainable farming techniques,sourcing and consumption in collaboration with the Rainforest Alliance andSustainable Agriculture Network, reducing the environmental impact of coffeeproduction and contributing to its long term sustainability.

Australians consume a total of 47,500 tonnes of coffee per year, with the instantcoffee market worth $460m annually (compared to the $99.5m pure coffeemarket). The raw coffee used in instant coffee processing is now grown mainlyin Vietnam, Papua New Guinea and Brazil. Instant coffee accounts for 82% of thevolume of coffee the average Australian consumes annually and Nestle brandsaccount for 74% of the market.

JADDAN BRUHN Page 1


2/7



Nescafe Blend 43 is just one of over a dozen soluble Nescafe coffee varietiesavailable for in-home consumption from the supermarket in Australia, with apurported 4,600 cups of Nescafe coffee consumed per second globally. Nestlehas 26 Nescafe factories around the world including one at Gympie inQueensland. In 2009, the Gympie factory commissioned a new boiler that uses100% of the discarded coffee grounds produced by the factory as a clean,renewable fuel source. There are no chemicals used in the processing of solublecoffee. The beans are simply roasted and dried.

Nescafe is ranked number 27 on Interbrands 2010 Best Global Brands,continuing a gradual slide down the list, and reflecting the growth in chain storecoffee brands like Starbucks and the impact they have had on consumerpurchase and consumption behaviour. While Nestle has responded to thatcategory of the market with its Nespresso brand, there is the perception thatNestles strong focus on Nespresso has detracted from its core Nescafe brandand Nescafe family of varieties.

On the supermarket shelf, Nescafe is facing fierce competition from thepopularity and uptake of supermarket house brands, able to compete on price,quality and distribution. According to Nielsens annual report on Australias TopBrands, Nescafe Blend 43 was ranked number 12 in the 2002/03 reporting year.In the 2009/10 reporting year Nescafe Blend 43 was ranked number 27,continuing a steady decline down the rankings during the in-between years(though in a new category of reporting charting Umbrella Brands Nescaferanked number 6, encompassing the popularity of the number of different instantcoffee varieties sold under the brand).

Nestle currently believes that Nescafe Blend 43 is uniquely placed to capitaliseon renewed consumer interest in heritage brands, with consumers in a post GFCworld scaling back consumption, monitoring their discretionary expenditureclosely, being more cost and value conscious, increasing propensity to entertainand to consume in-home, and whom are attracted to the comfort and certaintyof traditional household brands. And at only 2 calories per cup of Nescafe Blend43 (without anything else added), its a guilt-free pleasure.

Marketing ObjectivesGrow instant coffee market by 3%.Increase market share by 5%.

Advertising ObjectivesIncrease perception of Nescafe Blend 43 as best quality and best value instantcoffee in target audience by 10%.Increase perception in target audience that Nescafe Blend 43 is a beverage thatmay be consumed at any time throughout the day by 15%.

Target AudienceFemale grocery buyers, 25 40 married with children, employed and stay athome mothers in greater suburban Sydney.

Brand History & PositioningNescafe has products positioned to satisfy the full spectrum of soluble coffeetastes, from Nescafe Green Blend promoted for its high anti-oxidant levels, toNescafe Short Black, sold in smaller jars due to its denser, richer flavour and

JADDAN BRUHN Page 2


3/7



use of 100% Arabica Coffee Beans, most recently tied together as part ofNescafes Get a Little Closer campaign, encouraging consumers to slow downand share coffee with friends and family, get a little closer, listen & share.Nescafe Blend 43 is positioned as the standard quality, good value brand, forcost conscious consumers that dont have a specific taste for premium coffeeblends.

CompetitorsSupermarket House brands (Youll Love Coles, Woolworths Select)Bushells Classic CoffeeMoccona Classic Coffee

Competitors AdvertisingAll brands:Supermarket in-store advertising & cross promotion, online via social media &branded websites.Bushells: Sponsorship of Driver Reviver campaign with online, print & TVC.

Moccona: online, print & TVC

Current Media StrategyTVC, Print, Outdoor, Online & Social Media as part of Nescafes Get a LittleCloser campaign, demonstrating one half of the equation required to share,encouraging the consumer to slow down, and seek out the other half of theequation required to get a little closer to someone over a coffee. The ads remindthe consumer of the isolation inherent in a busy lifestyle & encourage them totake a step back. The ads hit at moments when the sense of being alone may bemore keenly felt, motivating the consumer to do something about it.

Key Message / USPNescafe Blend 43 starts your day with less than 2 calories per cup.

Tone / MannerConservative, bright, empowering, informative.

MandatoriesNestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43

jar, website and social media (facebook, twitter & youtube) contact detail.

Budget$4,000,000

TimingJan Mar 2011

JADDAN BRUHN Page 3


4/7

Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

SWOT ANALYSIS Nescafe Blend 43

STRENGTHS Strong & positive brand awareness Competitively priced Universal staple product Consumers demonstrate loyalty to preferred coffee

brand

WEAKNESSES Flavour only appreciated by consumers with

unsophisticated palate Consumers have found diffusion of Nescafe brand

confusing Confusing recent promotion focuses relative worth of

product on moments it facilitates rather than onquality of flavour

OPPORTUNITIES Economic environment seeing consumers return to

trusted brands & brands they grew up with High ongoing maintenance cost of home coffee

machines seeing return in interest to instant coffeeproducts

Known anti-oxidant properties of coffee contributing tothe debate on relative health benefits between tea &

coffee Coffee has inherent emotional/social connotations to

having a break / sharing a moment

THREATS Budget conscious consumers switch to supermarket

house brands Instant coffee perceived as boring Ethical / Sustainable / Fair-trade expectations of

consumers may demand costly changes to productionand processing techniques

Global production and processing supply chain makes

the product sensitive to legislative, political andeconomic changes in a variety of jurisdictionsconcurrently

Fluctuations to coffee process as a commodity canlead to higher supermarket shelf prices that may bedifficult for consumers to comprehend

JADDAN BRUHN Page 4


5/7



The Media Brief

Nescafe Blend 43

Media Objectives

The Media Plan is designed to reach the majority of the target audience with a frequency ofat least four times during the campaign period. Utilising the selected media the campaignflight pattern is continuous with bursts of activity at key points during the campaign;familiarising the target with the campaign message and inspiring a call to action as keyevents during the campaign promotion approach.

Varying the media utilised and shaping the communication around the targets media andlifestyle habits, acting on the targets creative instincts and interest in finding out more,reducing wastage and acting to ensure the target is exposed to the campaign message

many times over the campaign period is best achieved through the media selected, avoidingheavily pushing the campaign message in traditional media only, which may negativelyimpact the targets perception of the advertisements focus.

Geographic areas to be covered

The draw area is metropolitan Sydney. Target audience lives and conducts their life in thegreater suburban area of Sydney, with a specific focus on the areas of more notablepopulation density, and areas where there is a greater propensity for households with two ormore children, i.e. Western Sydney.

When do we talk to them

As a FMCG, this has a very short purchase cycle, and may be purchased as part of a weeklygrocery shop, provided it has made it onto the list prior to the weekly shop. The targetneeds to be reminded several times leading into a purchase to encourage brand shifting, toaide recall and help differentiate from competitor brands at the supermarket shelf.

Creative requirements

The product packaging and contents will need to be shown to visibly highlight the quality,taste and aroma qualities and drivers that encourage consumers to partake in a coffeeexperience. To invoke desire for the product and develop consumer interest, colour andmovement would be used.

JADDAN BRUHN Page 5


6/7

Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Media Plan Budget

January to March 2011

Nescafe Blend 43

JAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL

2-8 9-15 16-22 23-29 30-5 6-12 13-19 20-26 27-5 6-12 13-19 20-26 27-31

Radio2Day FM (mon-fri x 4breakfast)

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00 $78,000

MagazineWoman's Day - Full PageColour (NSW only) 307 x230 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 $374,075Aust Women's Weekly -Full Page Colour (NSWonly) 285x230 24,495 24,495 24,495 $73,485

Online

dailytelegraph.com.auLeaderboard(728x90pixels) - weekly 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 $146,250

Woman's Day eDM(weekly newsletter) 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 $26,000

Sub Total $697,810cost pertarp TOTAL

Television

Sydney

Channel 7 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 2,500.002,250,000.

00

Channel 9 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 2,000.00

1,200,000.

00

Sub Total$3,450,00

0.00

FINAL TOTAL$4,147,81

0.00

JADDAN BRUHN Page 6


7/7



The Creative Brief

Client: NescafeBrand: Nescafe Blend 43Date: 29/09/2010

Account Director:Jaddan BruhnCreative Team:Jaddan Bruhn

Role for AdvertisingGrow overall instant coffee market by 3% and increase Nescafe Blend 43s market shareby 5%.Increase perception of Nescafe Blend 43 as best quality and best value instant coffeebeverage in target audience by 10% whilst concurrently increasing the target audiencesperception that Nescafe Blend 43 is a beverage that may be consumed at any timethroughout the day by 15%.

Target Audience

Demographics Females, 25-45, married with children, employed and stay at homemothers, residing in greater suburban Sydney.

Psychographics Conventional Family Life, grocery buyers, managing competingconstraints of balancing family budget, keeping up with mortgage payments, providingfor needs of growing family, whilst making value conscious choices to support familysnutritional and lifestyle requirements. Weekend time is spent entertaining at home,catching up with friends and family and on outdoor activities with the children.

Behaviour and usage Nescafe is synonymous with coffee, and Nescafe Blend 43 hasa consistent taste that can be enjoyed by everyone throughout the day, from themorning wake-up coffee enjoyed before breakfast, to the after dinner coffee shared withvisiting family and friends.

Key consumer insight I like the simple coffee taste of Nescafe Blend 43 & the easy 3step process to prepare, it takes me 2 minutes to make a coffee.

Key Thought or USP Nescafe Blend 43 starts your day with less than 2 calories percup.

SupportNescafe invented the current popular process for instant coffee production. 4,600 cupsof Nescafe are consumed globally per second. Nescafe is the largest global purchaser ofcoffee.

Tone and MannerConservative, bright, empowering, informative.

Desired Mediums -TVC, Print (magazine), radio, online banner, electronic direct mail.

Budget - $4,000,000

Timing -Jan Mar 2011

MandatoriesNestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar,website and social media (facebook, twitter & youtube) contact detail.

JADDAN BRUHN Page 7

nescafe blend 43 - advertising, media & creative brief

Documents