One in every seven cups of coffee consumed in the world of Nescaf
The Nescaf brand, 70 years ago in Brazil, began its communication by focusing on instant supply, followed by practicality and quality. In recent years, it has explored the concept With all due respect, Nescaf, which embraces the production ecosystem and the desires of consumers. But now it is preparing a repositioning, which should accentuate the commitment to sustainability from 2024 onwards.
The history of the Nestl brand is as rooted in Brazil as the ritual of drinking coffee every morning. In 1929, the crisis triggered by the fall of the New York Stock Exchange coincided with a super harvest. The world’s largest producer at the time, Brazil had no buyers and was forced to burn millions of bags. At the request of the Brazilian government, its multinational began working on a solution capable of conserving grains.
Although delayed by the outbreak of the Second World War, the answer came in 1938, when the world’s first instant coffee appeared. All you had to do was add water and the coffee was ready instantly. It was a revolution. From the words Nestl and café came Nescaf, launched in Brazil in 1953, and still spelled that way all over the world today.
Nestl continually reinvents the market, recalls Tiago Buischi, Nestl’s coffee marketing director. The transformation follows consumer behavior, which in the last ten years has revalued the habit of drinking coffee. Brazilians have been discovering coffees from specific regions, with special roasts and intensities, notes Buischi.
Between soluble, roasted and processed foods, the brand operates with the Gold, Intensidade Mxima and Origens do Brasil lines. It is also present in the mixers category, with cappuccinos and coffee with milk; in the read to drink sector; and still keep
flavor and quality in Nescaf Dolce Gusto and Nescaf Dolce Gusto NEO capsules, a line with compostable capsules. Today, one in every seven cups of coffee consumed in the world is Nescaf, points out Buischi.
The brand’s lead agency is DPZ&T, responsible for creation and planning for global alignment. But it also works with Ogilvy and Thrive. Campaign launched this year promoted the premium Nescaf Gold line, sponsor of the Gramado Film Festival (RS). With the concept Give meanings to your coffee, the product – which has three roasting variants – talks about experiences and helps educate the consumer.
Freshly roasted coffee dominates the Brazilian market. Consumption reached 20.3 million 60-kilo bags between November 2021 and October 2022, a drop of 1.12% compared to the same period of the previous year. Soluble coffee reached 998,660 bags, an increase of 1.36%. Brazil remains the second largest consumer of coffee in the world, behind the United States. The difference is just 4.7 million bags. The numbers are from the Brazilian Coffee Industry Association (Abic).
Read the full article in the October 2, 2023 edition
