Company Website

https://www.nestle.com.cn/brands/nescafe

Product concept, highlights and added value

1.Trendy Fun Coffee Flavors: According to Chinese Coffee Consumer’s U&A Report, the new generation of coffee category new users was recruited by special blend coffee. Therefore, applying the recruit new strategy, NESCAFE discovery line is exploring more special-blend new flavors to drive new users and meet Gen-Z consumers’ taste need. During 2024 NPD exploration progress, brand team was witnessed that orange flavor, one of the classic fruity flavors, was becoming hot again in the social media. Additionally, OOH coffee brand also introduced more and more orange-flavor NPD. Therefore, NESCAFE came up with Orange C americano, the product with high mainstream awareness and acceptance and low trial barrier. And its sweet and sour blended taste and the refreshing orange taste can drive the category new users, especially the beverage lovers who are afraid of the bitterness of coffee, in to coffee consumption and complete their own first coffee trial.
2.Good taste: Gen-Z consumers cannot entry into americano category due to the bitterness taste so that they prefer fruity americano product. Therefore, NESCAFE brand team cooperated with their own R&D team to deliver this orange c americano recipe that focuses on the sweet and sour good taste and with a fresh orange taste. This recipe won the consumer test that comparing with OOH brand’s orange.
3.Convenient drinking method: in the past, flavored instant coffee used to be prepared by hot water while Gen-Z consumer have turned to highly convenient drinking method, that is, they can drink the coffee by a bottle of water at anywhere and anytime. Therefore, NESCAFE orange C Americano can be dissolved in both hot and cold water to ensure consumers can drink it at anytime and anywhere.
4.Health upgrading requirements: In the post-covid 19 era, consumers have a demand for health upgrades, and the topic of VC supplementation is also increasing in social media, so in the process of recipe development, we also focused on the consumer demand of health upgrade, so that this recipe is rich in vitamin C to meet the needs of consumers for VC supplementation.

Product Images

Please briefly describe how your product communicates with consumers

1.Go young packaging design: Bright colors are welcomed by Gen-Z consumers so Orange C American uses bright orange as the core color of product packaging, and full orange as the visual hammer of product packaging, echoing the selling point of adding real orange juice to the product, and meeting consumers' demands for young and energetic product packaging with dynamic & appetizing orange C American cup diagram.
2.Topical spokesperson to enhance product exposure: In order to better enable the new product of Nescafe Orange C American to quickly establish consumer awareness, we invited this year's very popular "Best Spokesperson for Workers" Bai Ke to endorse this product. Therefore, on the announcement day, the hashtag #The Best Suitable Spokesperson for Soluble Coffee is coming# ranked in the top 6 of the Weibo hot search list with natural user traffic.
3.Go young communication in Red Note: As the product focusing on recruiting new users in Gen-Z, we focus on do the communication through Red Note communication, the platform where young consumers are concentrated. In terms of content seeding angel, we grasp the “ hysterical literature” in Red Note. Applying exaggerated props and KOC exaggerated expressions to show the good taste of orange C americano and precise catching the drinking occasion-afternoon tea and dawdling over work in pantry to drive new users trial and drive 100w UV to TMALL flag store.
4.Seize the young channels: We found that the shopping channels of Gen-Z people have shifted, from traditional shelf e-commerce to content interest e-commerce, and from traditional KA supermarkets to emerging pick&mix channels. Therefore, NESCAFE orange C americano focuses on the content e-commerce and pick& mix channel that Gen-Z consumers love, and drive sales conversion by interesting gift with purchase and content that young consumers like.

Product Images

Ingredients List Photograph

Launch Date

2024-3

Target Consumer

Gen-Z student group and entry-level white collars who are chasing for exploring new and trendy fun

Weight/Volume per Pack

5*15g

Price per Item

12.5元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China Mainland

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery