Nescafé® reignites the instant coffee category

Nescafé has launched its biggest ever marketing campaign. The campaign, known as ‘Coffee at its BrightestTM‘ spans in-home and out-of-home markets providing a compelling platform for caterers and B&I to up-sell the brand and add value to their own beverage offer.

Nescafé has invested £43m in this campaign, which will run through to December 2010. The high profile initiative will look to reconnect consumers with the journey of coffee, from plant to jar, while driving the message that Nescafé is made from 100% pure and natural coffee beans. 

Now is the time for foodservice operators to maximise this exposure and increased consumer awareness by ensuring that the nation’s favourite coffee is a priority on the menu whenever and wherever consumers want it.

Martin Lines, Marketing Director, Nestlé Professional® comments on the brand’s makeover: “In recent years, consumers, particularly younger consumers, have lost sight of instant coffee as a pure, ‘real’ product. Through the strapline, ‘Coffee at its BrightestTM‘ we will be communicating that Nescafé is 100% real, quality coffee.”