Nestlé has started a THB 800 million ($24.6 million) campaign in Thailand to reinforce Nescafé’s position and celebrate the brand’s 45 years in the country.
Called ‘Nurture Stronger Bond’, the initiative seeks to strengthen the coffee brand’s engagement and connection with Thai society.
The campaign consists of three television commercials and a music video for Nescafé Blend & Brew, Nescafé Red Cup and Nescafé Ready-To-Drink, as well as digital communications, out-of-home media and in-store activities.
Vladislav Andreev, business executive officer – coffee and creamer business unit at Nestlé (Thai), said: “For 45 years, Nescafé has created varieties of coffee for every taste and occasion, becoming a familiar household name with a range of products that Thai coffee lovers enjoy like Nescafé Blend & Brew, Nescafé Red Cup and Nescafé Ready-To-Drink, all while being an integral part of new connection, friendship, and relationship people are making every day as they are enjoying indulgent, and pleasurable coffee experience.”
He added: “Nescafé is the No. 1 coffee brand in Thailand. It’s in homes, offices, and shops throughout Thailand. In fact, every minute over 20,000 cups of Nescafé are consumed in Thailand. That translates to more than 300 cups every second.
“Today we are introducing ‘Nurture Stronger Bond’ campaign to continue to cultivate experiences around the lives of today’s consumers and to encourage Thai people to grow stronger bonds together, which reinstates Nescafé brand as a connection builder.”
© FoodBev Media Ltd 2021
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