Nescafé offers new taste for Vietnam

The reformulated coffee has a stronger aroma and taste to befit the changing preferences of young adults, said Vikas Ahuja, marketing director of Nestlé Vietnam.

In the TVC, sleepy people from all corners of urban Vietnam — such as a taxi driver, construction worker and woman on a bus — are seen yawning to opera music on their way to work. The scene cuts to a young, modern couple in a luxury apartment, sipping Nescafé. The campaign takes the form of TV, print, POS and retail marketing.

The new proposition, ‘Wake up to the new taste of Nescafé’, is a slight amendment to the previous line of ‘Seize the day with Nescafé’.

Vinacafe, owned by Vietnam National Coffee, is the market leader with 45 per cent share, followed by Nescafé at 38 per cent.