Nescafé Classic chills for Philippines

Market research shows only seven per cent of Nescafé’s target market drink cold coffee as a refreshment. Forty-two per cent of Filipinos prefer carbonated drinks such as Coca-Cola - the Philippines is the beverage giant’s largest market in Southeast Asia.

The campaign, by Publicis Manila, looks to glamourise the drinking of Nescafé Classic cold through a series of TV commercials, radio and point-of-sale executions. In the ‘Bartender’ TV ad, a group of young people struggle with rising temperatures. One of them decides to shake things up by making herself iced coffee. She pours instant coffee into a martini shaker filled with iced water, attracting her neighbours’ attention.

Publicis Manila creative director JJ Henson said the campaign aimed to appeal to regular Nescafé drinkers - men and women aged between 25 to 34 — whose consumption of Nescafé dips during summer. “The spot features trendy, good-looking young people in an engaging situation. The reggae-themed jingle creates a leisurely, beach-like mood,” he said.

Giselle Dee, Nescafé Classic consumer marketing manager, added: “Each cold glass provides a refreshing drink you can enjoy anytime, anywhere.”

Nescafé leads the coffee market in the Phililppines where coffee is a preferred morning beverage to tea. Unlike Thailand and Vietnam, cold coffee hasn’t proved popular in the Philippines. However, the market is set to grow following the arrival of Starbucks and other global coffee outlets.