The new slogan was adapted from the global line '1 Now, 1 Nescafé'. Sherilla Bayona, brand manager, Nescafé, said that it was a departure from the previous theme line, 'One good day coming up'.
"The old slogan was more forward-looking, (referring to) anticipation of the rest of the day," she explained. "The new one is focused on seizing the moment, the now."
While coffee consumption cuts across different classes and demographics, '1 Moment, 1 Nescafé' is skewed at the young adult market.
The TVC shows a college-age youth preparing for exams. His older brother comes home from work and prepares two cups of Nescafé: one for himself, the other for his brother, with the coffee break becoming an act of reconnecting the two.
The scene takes place at night, a move to expand the enjoyment of Nescafé beyond breakfast-time.
Nescafé Classic has dominated the instant coffee market for a number of years, and its closest competitor, URC's Great Taste Coffee, remains some way behind Nescafé's market share.
Nescafé sharpens 'bonding' sell to youths
Nescafé Classic has rolled out its new thematic positioning, '1 Moment, 1 Nescafé', with a marketing campaign that includes print, TV and radio.
