Nestle Unifies Nescafe Brand Globally

Nescafe, the world’s first instant coffee and the fifth most valuable food and drink brand, is launching a unified, global look and feel across all products in the 180 countries where the coffee is sold.

It is the first time in the brand’s 75-year history that each and every Nescafe product will share the same visual identity and use the same new slogan: “It all starts with a Nescafe”.

“Nescafe is our largest single brand, a CHF10bn brand, and one of the cornerstones of our company. It is a symbol of Nestle all around the world,” said Patrice Bula, Nestl’s Global Head of Marketing.

“But we live in a more globalized, social world and we realised that we needed a more unified, powerful umbrella for a brand like Nescafe — a single personality that could also be expressed differently in each country,” he explained.

The unified approach to packaging design, communication and digital strategy for Nescafe, drunk at a rate of 5,500 cups each second, will feature several key design elements developed with new, younger consumers in mind.

These include the Nescafe red accent, taken from the modernized Nescafe brand mark, the iconic red Nescafe mug and a stylized graphic device, the “hub” — an aerial view of a mug of coffee.

Satisfying Younger Tastes
The way coffee is consumed is changing with coffee shop trends attracting a new, younger group of consumers. The "REDvolution" is Nescafe’s response to this shift in behaviour.

To reflect coffee’s status as a uniquely social product, the REDvolution also includes digital and social innovations and services, such as the first social alarm clock providing a personalised wake-up call.

Already, Nescafe, the world’s biggest selling coffee brand by a factor of five according to Euromonitor, has grown its online Facebook presence to more than 25 million fans in little over a year.

Renewal and Renovation
The REDvolution is just the latest stage in the brand’s continuous renewal and renovation and is being rolled out globally throughout 2014, covering more than 90 percent of sales by the end of the year.

There will also be new products and improved recipes. This June, Nescafe is launching Shakissmo in seven European markets. The chilled, milk-rich ready-to-drink coffees come in a specially designed cup that, when shaken, creates a creamy froth.

One of the brand’s biggest successes and breakthrough innovations, the introduction of Nescafe Dolce Gusto in 2006, helps consumers recreate the coffee-shop experience at home. This fastest-growing global coffee machine is now close to being a billion dollar brand in its own right, with a presence in 73 countries and sales of five million machines in 2013 alone.

Other successful coffee systems include Japan’s Barista system and Nescafe Milano Lounge machines, designed for hotels, restaurants and offices. In Thailand, Nescaf is launching a new coffee system called the Nescafe Red Cup, with a price point which represents the lowest possible cost for such a machine.

"Nescafe is a pioneering brand,” Bula said. “We need to demonstrate that this brand is as relevant today as it was 75 years ago, with a portfolio that satisfies the changing world of coffee and evolving consumer tastes."

Facts and Figures on Nescafe
    - Originally developed in 1930s to use up surplus Brazilian beans
    - World’s best-selling coffee brand by factor of 5 (Euromonitor)
    - 5,500 cups drunk each second
    - Largest global coffee footprint with presence in 180 countries
    - Brand spans soluble coffee, in-home machines and coffee mixes
    - Nestle’s factory in Orbe, Switzerland, has been producing Nescafe for 75+ years.