The launch of Mild, Original and Turbo flavours are supported by a McCann Erickson campaign: '1 fast life to live, 1 new taste to stop for'. Having previously driven morning consumption among first jobbers, the new push targets teens and college students. "'1 Now, 1 Nescafé' captures the zeitgeist…you have one special moment. And for that special moment there is only one drink, one Nescafé," said Mark Ingrouille, CEO of McCann Worldgroup Thailand. The 30-second TVC showcases today's fast-paced life, before a sip of My Cup Nescafé inspires the drinker to savour the moment.
To date, Nescafé has spent more than 100 million baht (US$2.6m) on campaigns for the brand. With a more than 80 per cent share, Nescafé leads Thailand 35 billion baht coffee market, ahead of Birdy, Moccona, Super Coffee Mix and Khao Chong.
