Nestle boutique coffee advertising out of the circle! With the blessing of the champion, Nestl é once again attacked the field of boutique coffee!

Everyone here must have had Nestle Coffee. Even children who have not experienced the era of three-in-one instant coffee must have seen the bottled version of Nestl é coffee in convenience stores.

Speaking of Nestle, he is a legendary brand in the coffee industry.

Nestle Coffee was launched in Switzerland in April 1938 and is the first instant coffee brand in the world. In 1965, Nestl é launched a freeze-dried coffee brand called Nescaf é Gold in Europe, applying the freeze-drying technology used by the military at that time to the production of coffee food.

At present, Nestle Coffee has developed a systematic brand and is sold in more than 180 countries around the world. Not only coffee, Nestle Coffee also has another coffee brand, Nespresso, which is an operating unit of the Nestle Group, which mainly sells coffee capsules and capsule coffee machines and other related products.

According to public sources, Nestl é has annual sales of more than $47.7 billion, of which about 95% comes from food sales, so Nestl é is the world's largest food manufacturer and one of the largest multinational corporations.

However, due to the low quality and large quantity of coffee beans at that time, in order to solve the problem of excess world coffee inventory, Nestl é chose to add other ingredients such as granulated sugar, plant fat powder, edible flavor and other ingredients to instant coffee to make the coffee delicious and cater to the tastes of global consumers.

This operation still continues to the present, and in the face of today's highly competitive coffee market and the formation of coffee consumers' good coffee habits, Nestl é seems to have lost its competitive advantage and market preference. As an example to cater to the market, Nestle Coffee launched the "Gold hand Master" series of products in 2020.

According to the official introduction, the modified series of products is the first ground coffee earbag launched by Nestl é Gold. Coffee beans are selected from Ethiopia, Colombia and Brazil. Certified by the International Coffee quality Institute, jointly developed by a number of coffee appraisers. Selected Arabica coffee beans, hand-made to restore the original aroma of coffee.

After the series was well received, Nestl é teamed up with three world top champion baristas to create the hand Master 2.0 series again this year, using three coffee beans from Kenya, Guji and Sidamo.

Champion baristas include World Barista Competition Finnish champion: Kaapo Paavolainen, World Coffee Competition Italian champion | World Runner-up: Alessadro Galtieri, World Coffee Brewing Competition World Champion: du Jianning. The advertising film shot by Nestl é for hand Chong Master 2.0 has recently been shortlisted for the Golden Lion International Advertising Film Awards, which recreates the development process and concept of this series of products in the form of Vlog.

In the film, audiences follow in du Jianning's footsteps and connect the other two champions to the raw bean warehouse factory of Nestle Coffee. Pick coffee beans, explain coffee beans, and create a new way to drink coffee. In fact, in September this year, du Jianning went to Nestle Coffee College to hold a hand-flushing private course, carefully explaining a lot of coffee knowledge to the students who participated in the course. And for this dream linkage, netizens instantly "wow a sound".

At a time when the coffee market is so competitive, Nestle Coffee seems to want to break the traditional perception of it. With the innovation and transformation of products, strengthening brand marketing has become the top priority of its differential development. And brand spokesmen are also the newer the better: gong Jun, Zhang Jiayuan, Mika, Zhou Keyu, Liwan, Ren Jialun …... The stars are shining.

Finally, the code worker wants to ask everyone, are you still drinking Nestle Coffee?

Photo: Nestle Coffee China Weibo online Nestle Coffee China's official flagship store