How Nestlé Coffee Reinvented Itself in China

Nestlé Coffee, once a household name synonymous with instant brews and straightforward taste, is now facing a serious challenge: staying relevant to China’s increasingly sophisticated and younger coffee drinkers. After more than two decades in the market, the brand recognized it could no longer rely solely on nostalgia or functional messaging. Something had to change if it wanted to remain a part of the country’s evolving coffee culture.

In short: after 20+ years in China, Nestlé Coffee rebranded with a new slogan—'Live Boldly'—hired actor and director Han Han, and launched a campaign with HK director Stanley Kwan to connect with youth. The shift moved from 'tastes great' to inspiring individuality and courage, aiming to make Nestlé more than just instant coffee.

From 'Tastes Great' to a Cultural Shift

Nestlé Coffee entered the Chinese market in the late 1980s, and in 1989 aired its first TV commercial with the now-iconic slogan: '' ('Tastes great'). At a time when black, bitter coffee was far from mainstream, the brand helped introduce the concept of drinking coffee to the Chinese public. That campaign didn’t just promote a product—it educated a market. Over time, it played a major role in shifting habits from tea to coffee, contributing to the current average of three cups per person per year in China.

Why the Old Message Stopped Working

As the coffee market in China matured, so did consumer expectations. Simply emphasizing product purity and ease of use—hallmarks of Nestlé’s early messaging—was no longer enough. 'Compared to other countries, coffee consumption in China is still relatively low,' admitted Ho Man-lung, Director of Coffee & Beverages for Greater China at Nestlé. 'Our priority is no longer just selling coffee, but fostering a coffee culture.' That meant rethinking how the brand talked to consumers—especially younger ones.

The 'Live Boldly' Campaign and New Brand Voice

To resonate with a new generation, Nestlé launched its 'Live Boldly' campaign. The new tagline was backed by a high-profile commercial starring Han Han, directed by acclaimed Hong Kong filmmaker Stanley Kwan. The campaign ran across TV, outdoor media, the internet, campuses, and retail spaces. Han Han—a widely admired figure among Chinese youth for his independence, multi-hyphenate career, and nonconformist ethos—embodied the 'daring' mindset Nestlé wanted to promote. His creative inspiration, often drawn from everyday people taking bold steps, aligned perfectly with the message.

'We chose Han Han because his writing draws from the stories of ordinary people showing courage,' explained Ho. 'Through his work, consumers find inspiration to pursue their own dreams.' This wasn’t just about selling coffee anymore. It was about positioning Nestlé as a brand that inspired action, creativity, and personal growth.

The Evolution of a Legacy Brand

Nestlé’s rebranding reflects a broader strategic pivot. The goal wasn’t merely to appear modern, but to build deeper emotional connections with a demographic that values self-expression and authenticity. By encouraging consumers to 'live boldly' and chase their goals, the brand aimed to become more than a convenience product. It wanted to be seen as a catalyst for personal journeys and creative exploration. In doing so, Nestlé hoped to secure its place not just in cups, but in the aspirations of a new generation of coffee drinkers.

Frequently Asked Questions

When did Nestlé Coffee enter the Chinese market?

Nestlé Coffee entered the Chinese market in the late 1980s, with its first TV advertisement airing in 1989 featuring the slogan '' ('Tastes great').

What was Nestlé Coffee’s original slogan in China?

Nestlé Coffee’s original slogan in China was '' ('Tastes great'), which emphasized the pure taste and quality of its instant coffee.

What is the new brand slogan Nestlé Coffee introduced?

Nestlé Coffee introduced the new slogan 'Live Boldly' as part of its rebranding effort to connect with younger, more individualistic consumers.

Who starred in Nestlé Coffee’s 'Live Boldly' commercial?

Han Han, a popular Chinese actor and writer admired by youth for his independent spirit, starred in the 'Live Boldly' commercial directed by Hong Kong director Stanley Kwan.

Why did Nestlé Coffee decide to rebrand in China?

Nestlé Coffee rebranded to appeal to younger consumers and grow coffee culture in China, where overall coffee consumption remains low compared to global markets.

What role did Stanley Kwan play in the rebranding campaign?

Stanley Kwan, a well-known Hong Kong director, directed the commercial for Nestlé Coffee’s 'Live Boldly' campaign starring Han Han.

Recommended FrontStreet Beans for Bold Coffee Flavors

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