VEVEY, Switzerland -- Nestlé S.A. is unveiling a "global look and feel" for its popular Nescafé coffee products in the 180 nations where they're sold. According to the company, this is the first time in the brand's 75-year history that every Nescafé product will share the same visual identity and the same new slogan, "It all starts with a Nescafé."
Nescafé is the company's largest single brand with 10 billion CHF (Swiss francs) annual sales, said Patrice Bula, Nestlé's global head of marketing, who described it as a cornerstone of the company and "a symbol of Nestlé all around the world."
"But we live in a more globalized, social world," he pointed out "We realized that we needed a more unified, powerful umbrella for a brand like Nescafé -- a single personality that could also be expressed differently in each country."
The way coffee is consumed is changing, with coffee shop trends attracting a new, younger group of consumers, the company explained. The "REDvolution" is Nescafé's response to this shift in behavior.
The unified approach to packaging design, communication and digital strategy for Nescafé, which the company says is consumed at a rate of 5,500 cups each second, will feature several key design elements developed with new, younger consumers in mind. These include the Nescafé red accent, taken from the modernized Nescafé brand mark, the iconic red Nescafé mug and a stylized graphic device, the "hub" (a top view of a mug of coffee).
To reflect coffee's status as a uniquely social product, the "REDvolution" also includes digital and social innovations and services, such as the first social alarm clock providing a personalized wake-up call.
Nescafé is the world's biggest selling coffee brand by a factor of five, according to Euromonitor International, and it has expanded its online Facebook presence to more than 25 million fans in little over a year. The "REDvolution" is described as the latest stage in the brand's continuous renewal and renovation. It is being rolled out globally throughout 2014, Nestlé reported, and will cover more than 90% of sales by the end of the year.
The new look will be supported by new products and improved recipes, the company added. This month, Nescafé is launching Shakissmo in seven European markets. This is a chilled, milk-rich ready-to-drink coffee line supplied in specially designed cups that, when shaken, create a creamy froth.
One of the brand's biggest successes and breakthrough innovations has been the introduction of Nescafé Dolce Gusto in 2006. The stylish home appliance helps consumers recreate the coffee-shop experience at home. Acceptance has been swift, and the system is fast becoming a billion-dollar brand in its own right, with a presence in 73 countries and sales of five million machines in 2013 alone.
Other successful coffee systems include Japan's Barista system and Nescafé Milano Lounge machines, designed for hotels, restaurants and offices. In Thailand, Nescafé is launching a new coffee system called the Nescafé Red Cup, with a price point established at the lowest possible cost for such a machine.
"Nescafé is a pioneering brand," Bula summed up. "We need to demonstrate that this brand is as relevant today as it was 75 years ago, with a portfolio that satisfies the changing world of coffee and evolving consumer tastes."