NESCAFE history
- 1930 Brazil.
- First introduced in Switzerland, 1st of April 1938.
- After World War 2, export to France, Great Britain, USA.
- Start form 1940s, its popularity grew and available in 30 countries.
- Today several varieties of NESCAFE to suit all different tastes.
- Since 1938, have represented the origins of coffee and work hard ensure you only have the best in your cup.
- 100% pure coffee.
NESCAFE Future PLAN
1. Sowing the seeds for the future.
- By ensuring long term security for farmers and respect for the environment.
2. Make difference in Farming
- Nescafe works with RAINFOREST ALLIANCE, SAN, NGOs and 4C.
- Aims to transform coffee- farm management to benefit working and future generations of farmers.
- Doubling the amount of coffee bought from farmers.
- 220 million high-yield.
Rainforest Alliance, SAN, 4C, NGOs and Nestle work together to combine the traditional wisdom of farmers with modern science to give farmers new tools and techniques.
Responsibility Goes Beyond The Cup: Creating Shared Value
- Responsibility Farming
- Responsibility Production
- Responsibility Consumption
Find out how we promote environment responsibility, how we create shared value for the people whose lives we touch and how you can help.
NGOs train thousand of farmers, equipping them for future.
Rainforest Alliance is an international nonprofit organisation that to conserve biodiversity and ensure sustainable livelihood by transforming land use and business practices. Help us work towards responsible development by nurturing it locally.
4C Goal is helping Coffee farmers attain higher efficiency, cost reductions and quality improvements. Furthermore, it helps them to sustainable agriculture by encouraging farmers to avoid pollution, use less pesticide and converse water. 4C logo is not on the NESCAFE product, this concept is not building up a brand image, is about improving the production process.
SAN more advanced criteria embracing the three interlocking spheres of sustainability : environment protection, social responsibility and economic viability.
-Today more than 5,500 cups of Nescafe instant coffee are consumed every second with different varieties catering.
- Celebrate the rich history and heritage of Nescafe, the world's first instant coffee, keep different coffee aroma.
- Nescafe is present in over 180 countries now.
- ITS promise for future growth as it continues to lead the coffee beverage category.
MACHINE INNOVATION
- Launched Nescafe Dolce Gusto in Switzerland, Germany and UK in 2006 and in Spain a year later.
-" Coffee shop at home" machine can switch from hot to cold.
- Two years later, available in Japan, Malaysia, Thailand as "at home coffee by the cup"
Unique Selling Point of NESCAFE
1) Nescafe red mug - 1 coffee cup 1 good feeling
- to pass love between two person
- red mug represent hug and happiness.
2) NESCAFE build impression of consumer, can live in mind of consumer.
3) Brand awareness and brand image making loyal in the Brand image.
4) NESCAFE always touch customer's hearts.
Goodness of NESCAFE
- Coffee engages the senses and emotions from stimulation to relaxation to refreshment and beyond.
- Caffeine stimulates the senses. Refresh your body and mind before embracing on demanding task.
NESCAFE aim on advertising campaign
- emotion aspect
- warm of love
Nescafe is celebrating 75years of the Nestle brand that invented instant coffee in March 2013.
IDEAS of digital campaign.
1) " THANK YOU campaign
2) SHARE story when you drink
3) When you lonely you always have Nescafe.
TITLE of the campaign
1) Share moment
2) Passing your love
3) Nescafe passing your heart
4) Free Love
5) Spread the love
6) We spread the love do you?
First of my decision is choosing "free love" as my title, but after keep developing in the end I decided to choose " Thank You" as my title for this digital campaign.
Campaign Title: THANK YOU
Objectives: SHARE
Nescafe is giving out "free" nescafe nationwide through out 7 days for everybody to thank all the support have been given for the past 75 years. Spot us a big red NESCAFE truck, we will be driving around town near you. Take a picture and Share your moments or story through social media using our photo apps. The apps are available in Apple Apps store and Google play store. Lets unite and make it memorable.
Last, we would love to thank everyone for having us as part of your life for years to come.
The main point we giving out "free" nescafe is wan to fully thank all the customers stay loyalty with us. We appreciate it and help us to share your moment and story on social media.
mind maping
Research 1
Research 2
Process during this assignment. I just keep experiment and changing. Starting my title is " Free Love" then I did some sketches and visual.
"FREE LOVE" logo sketching 1
" FREE LOVE" logo sketching 2
LOGO Tracing in Illustration
Print Ads For " FREE LOVE "
Youtube ads
Facebook event page banner
Facebook fan page
At the end, my campaign name is "Thank You" because I realise this name is more strong and meaningful.
SKETCHING for final decision title " THANK YOU"
Final decision FONT and LOGO
Experiment LOGO tracing and colours in AI.
The final decision of logo and colours
FINAL EXHIBITION
