Launch an instant coffee with a traditional taste in the Vietnam market targeting men
Planning & Execution
HOW TO CREATE A CATEGORY BY TELLING SOME PEOPLE – ‘IT’S NOT FOR YOU’
OUR STRATEGY: EXCLUDE TO INCLUDE
We developed Café Viet into a COFFEE FOR MEN & equated the strength of OUR COFFEE to MASCULINITY
Our idea: ‘Are you man enough for coffee this strong?
Effectiveness / Results
SHAPING THE VIETNAMESE COFFEE MARKET
• Since its launch in 2008, the traditional coffee market share in Vietnam has declined by 12% and all that GAIN HAS GONE TO 1 BRAND – CAFÉ VIET. This is the first time phenomenon for
instant coffee in Vietnam.
• Nescafe Café Viet has helped NESCAFE reach the NO.1 POSITION in the Instant Coffee Market
and has kept them that way for 4 years in a row.
• In 4 years the brand has grown from ZERO in 2008 to $ US 26 million in 2011