Nescafé is inviting the international Eyeka community to face a new challenge—to illustrate what the “It all starts with a Nescafé” tagline means to them.
Nescafé has revamped its visual identity, that starts an era of a “unified, global look and feel” across all 180 countries where the popular instant coffee product is sold. This is the first time in the brand’s 75-year history that it develops a cohesive visual approach for every product across all the markets—the updates appear under the “It all starts with a Nescafé” slogan.
Nestlé is celebrating the 75th anniversary of its flagship instant coffee brand Nescafé. The brand, which was conceived soon after the Wall Street Crash in 1929, turned to be extremely successful and has spread across more than 180 countries. Nescafé, which is claimed to be the world’s first instant coffee, is now consumed in giant volumes—over 5,500 cups of different brand’s varieties are drunk every second globally.
Coffee brands are working hard to turn the Chinese into the coffee-drinking nation, using the traditional western stories with strong rebellious characters for their advertising campaigns. One of the strongest players on the coffee market, Nescafé, has tapped Chinese professional rally driver, blogger, best-selling author, singer Han Han to front its recent campaign ‘Live Out Your Boldness’ by Publicis Nestle Team Beijing, in which the 29-year old man is living his life to the full and never misses an opportunity to experience something new, with no boundaries or restrictions (of course, nothing illegal).
Yesterday Nestlé announced that it has signed a partnership agreement with the founding family of Hsu Fu Chi, a leading manufacturer and distributor of confectionery products in China, listed in Singapore. Under the proposed agreement, Nestlé intends to acquire 60% of Hsu Fu Chi whilst the Hsu family will own the remaining 40%. Hsu Fu Chi’s current CEO and Chairman, Mr. Hsu Chen, will continue to lead the company in the new partnership.
Comparison stands behind any considered choice, and any confident global brand tends to provide its consumers with an opportunity to examine both the positive and negative sides of their products—and sometimes weigh its offerings against goods by other manufacturer. Sometimes, companies also step outside the product world and help compare lots of other things—sexes, automobiles, brothers, tastes, political parties, athletes and more—to help determine which of the two is better, stronger, messier, tastier, faster, more attractive, reliable, sportive, etc. In this overview, we won’t focus on serious ratings revealing carbon footprint or social impact, like Nike’s Environmental Apparel Design Tool, Timberland’s Eco Index or GoodWill’s rating—instead, as tribute to April Fool’s Day, which was celebrated last Friday, we will focus on humorous and tongue-in-cheek projects.