Nescafé rolls out first-jobbers blitz

According to a market survey conducted by the company, the younger gene- ration has rapidly changed its behaviour to shift away from soft drinks to more functional and beneficial drinks. In tune with these findings, the company has launched a 30-second TVC for Nescafé Red Cup, titled 'Nescafé Spirit', scheduled for a four-month burst, followed by a year-long run, broadcast in selective programming. "The objective of the new TVC is to drive morning consumption by focusing on functional benefit," said Warongrong Tungkham, account management director with McCann Erickson, the agency handling the account. "We also aim to promote the new vibrant and dynamic image of Red Cup by keeping the brand relevant and appealing to young consumers." Using the concept 'A new day cannot fully start without Nescafé Red Cup', the TVC shows a young man, not fully awake, at work. He makes himself a cup of Nescafé Red Cup in a bid to rouse himself fully. As he inhales the aroma of the coffee from the jar, his 'spirit'-- still back home in bed -- wakes up. When the young man takes his first sip of Nescafé, his spirit immediately wings its way to his office to reunite with his body, thus ensuring he is fully awake. The campaign includes other above- and below-the-line activities, such as nationwide sampling, PR events, print and radio advertisements and vertical posters located at Skytrain stations. According to a recent study by Boncafe Thailand, per capita consumption of coffee in Thailand remains quite low at less than 500 grams a year, compared to 14 kilos in Finland and 4.5 kilos in the US. Nestlé expects Nescafé sales this year to grow by 10 to 15 per cent on the back of new products and marketing. Thailand's coffee market is worth 35 billion baht.