Nescafe Gold invests Bt100m to market new black coffee blend
Nescafe Gold, the top premium coffee brand in Thailand, announced it has invested Bt100 million in an integrated marketing campaign to promote its latest blend – Nescafe Gold Crema Smooth and Finest.
The new product is meticulously crafted in every detail using premium Arabica beans, the company said, adding that the blend is crafted differently to be a fine powder – ground ten times finer to create a layer of velvety golden coffee crema on top of every cup. Its smooth blend and black coffee aroma delivers an indulgent experience to discerning coffee lovers, who can “see the difference, smell the difference, and taste the difference”, the firm said.
Nescafe Gold brand ambassador Saharat “Kong” Sangkapreecha has "started a craft coffee phenomenon", with premium coffee lovers enjoying Nescafe Gold Crema Smooth and Finest at the Craft Cafe by Nescafe Gold Crema at Central World. To support the launch of the new brew, Nescafe Gold has budgeted Bt100 million for an integrated marketing communications campaign.
Last year’s launch of Nescafe Gold Crema was a tremendous success, according to the company, transforming Thailand’s premium coffee market by introducing a fine coffee powder with a layer of crema in craft coffee style. It was developed in response to a trend among Thai consumers of drinking black coffee.
“As the leader in the premium coffee market, Nescafe Gold will continually introduce new products that respond to the needs of Thai coffee lovers,” said Thanatorn Punpanishgul, senior marketing manager, Nescafe Gold, Nestle (Thai) Ltd.
“With the new generation being more health conscious and the black coffee trend still gaining momentum, we decided to expand our premium pure soluble coffee portfolio by introducing Nescafe Gold Crema Smooth and Finest. It gives discerning coffee lovers an exceptional smooth black coffee experience, starting with the modern tall glass jar featuring the elegant touch of a rose-gold label that reflects the velvety feel. The black coffee cup symbol will attract the attention of coffee lovers looking for a smooth black coffee experience. We will support the launch with marketing activities throughout the year, and expect to strengthen Nescafe Gold’s position as the most-preferred premium coffee brand among Thai consumers,” he added.
