NESCAFÉ GOLD is considered the benchmark in the premium instant coffee category, we were tasked with increasing brand awareness and the conversation around NESCAFÉ Gold by launching the new variant NESCAFÉ GOLD ORGANIC, an expertly crafted, premium grade Fairtrade and organic coffee.
PR was engaged to drive awareness of and amplify the new product by leveraging the organic and Fairtrade messaging.
FORWARD proposed a campaign that hinged on three key components that would ultimately encourage coffee drinkers that were brand dualists to drink NESCAFÉ every time as well as drive awareness of NESCAFÉ GOLD ORGANIC. The three components were:
1. Official launch event: to provide that ever-important product experience, we held a launch event at Camperdown Commons, hosted by sustainable foodie and chef, Darren Robertson. the event hero’d the key messaging of NESCAFÉ GOLD ORGANIC being a premium, Organic and Fairtrade coffee, specifically focusing on “at home” coffee.
2. Product seeding and media outreach: post the launch event, a media strategy was developed to communicate the new product news to Lifestyle and food titles. FORWARD seeded the new NECAFÉ GOLD ORGANIC product to media through new product news and interview opportunities.
3. Influencer engagement: to support the editorial activity, FORWARD carried out a dual influencer strategy engaging with top tier lifestyle leaders and citizen influencers.
4. Issue Preparedness: in the lead up to the launch event we worked closely with the cross-functional Nestle team to develop robust Q&As that formed an essential part of the key messaging and issue preparedness plan.
The campaign results met – and exceeded, in many areas – the KPIs.
And in terms of media outreach following the event, FORWARD secured: