19th Oct 2017 - 10:40
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Abstract
Instant coffee brand NESCAFÉ Gold is undergoing its “biggest rebrand yet,” including a “new and improved” blend and redesigned “modern and elegant” jar, following £7 million investment.
Available now, the “modernised and sophisticated” jar spans across the range’s 27 products, and features a new champagne gold lid and taller shape. The blend has also been reformulated so that “carefully selected mountain-grown Arabica coffee beans are ground 10 times finer to unlock the bean’s rich aroma,” following research revealinf that “NESCAFÉ Gold shoppers spend 47% more per trip than the average instant coffee shopper.”
To accompany the relaunch, entitled ‘Those Few People’ designed to mirror the “care we put into our relationships with the care and attention that goes into making a cup of NESCAFÉ Gold,” the company will decorate stores, release two new TV ads as well as a PR campaign.