Evolution Theory of Nestle Coffee Development

This time, Nestle Coffee is ready for a thorough rebranding. After more than 20 years in China, this old coffee brand has finally decided to make itself younger.

As a result, Han Han, who has great influence among young consumers, was invited to act as an endorsement. the advertising film starring Guan Jinpeng, a famous Hong Kong director, went out on the street, and the brand campaign with the theme of "being bold" was also carried out vividly, and spread comprehensively in the fields of television, outdoor, network, campus, sales terminals and so on.

Brand needs a new generation of audience to support its vigorous development. This large-scale move by Nestl é proves that they hope to win the recognition of more young people through new evolution.

From "delicious" to "live with courage"

In 1989, Nestle Coffee launched its first TV advertisement in China, with the slogan "delicious" as the brand slogan, emphasizing the purity and taste of instant coffee. Coffee, a black, bitter and unacceptable drink, is gradually integrated into the lives of Chinese consumers. As a result, many people call Nestl é "a foreign brand that changes the Chinese way of life."

We have to admit that under the social background that coffee culture is not accepted by people, Nestl é has played a very important role in promoting coffee enlightenment education for Chinese consumers. From the traditional tea drinking habits to the current per capita consumption of 3 cups of coffee per year, Nestle coffee has played a positive role in continuous communication with consumers.

However, with the growth of coffee categories and the change of consumers' perception of coffee, only emphasizing the characteristics of the product can no longer meet the consumer demand of the market.

"Coffee consumption in China is still very low compared with the coffee market in other countries, and the growth of coffee categories is the biggest challenge for Nestle Coffee and other coffee brands. He Wenlong, director of Nestl é Greater China Coffee and Beverage Business Unit, said frankly: "as a coffee brand with the largest market share in China, Nestle Coffee focuses on cultivating coffee culture. "

So, how to cultivate coffee culture? It is an important entry point to establish emotional ties with young consumer groups and infiltrate the brand concept among them.

Young people need to get rid of the shackles of inherent ideas and bravely strive to realize their dreams, which has become a characteristic of the behavior and thinking of the younger generation in China. As a result, Nestle Coffee encourages them to have the courage to follow their hearts, pursue their dreams and live their "daring" lives for positive goals.

Han Han is deeply loved by young people and is the representative of "courage" in the hearts of many young people. His grasp of his life and interests, his breaking through conventions, and his multiple identities all coincide with the "courage" gene advocated by Nestle Coffee. "ask Han Han to interpret 'living boldness', but also because his writing is inspired by ordinary people's' daring 'stories, consumers can be inspired by his words. "he Wenlong explained.

With the spread of the new concept of "being brave", Nestle coffee is no longer just a fashionable drink, but also a source of inspiration and "daring" attitude.