Instant coffee is gaining more and more ground on ground coffee - a change that forces companies in the industry to expand their product lines and increase their coverage of the market. Nescafé, loved for its taste and how easy it is to prepare, has become the world leader and is now available in 180 countries with 5500 cups drunk every second.
Nescafé is relaunching its ‘Nescafé Select’ range after improving its recipe with a new procedure: ‘Double Filter, Full Flavour’. The change is accompanied by new packaging to reflect this improvement.
The brand chooses to use the ‘satisfied or money back’ technique, revealed in a mailing sent to members of the Nestlé Club and an offer targeted at visitors of online platform Sodexo4You. They are also taking care of their visibility at the point of sale with bus shelter advertising, displays, a cash point and a shelf divider.