CONCEPT
CONCEPT STATEMENT The new way of drinking Nescafé Azera has brought with it an extended range of products through the development of an ‘On-The-Go’ Concept. With a target audience of people living a busy life, however, still wanting to treat themselves to quality coffee in and amongst a hectic schedule, the creation of an On-The-Go Concept
seemed a logical progression to Nescafé Azera. The product innovation is a new coffee dispenser which holds the instant coffee in a ‘storing’ chamber and by turning the top it lets down the equivalent amount of two heaped teaspoonfuls of coffee to the dispensing chamber which empties following a second turn.
GRACE BUCKLEY & JANE HANSESGAARD
The Coffee Shot dispenser is a handy size which can be brought in a bag to work together with the flask and the other On-The-Go products. This concept is backed up with a proposed in-store point of sale display and a social media campaign to share the Nescafé Azera On-The-Go Experience.
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PRODUCTS
Above is the full range of Nescafé Azera products including the start up products which consist of the flask and the coffee shot. Inside the flask there is a starter kit with sugar sachets, UHT milk containers and individually wrapped biscuits. The refill products include a box of sugar sachets, the existing Nescafé Azera tin, biscuits and
GRACE BUCKLEY & JANE HANSESGAARD
the box of 8 milk containers. As well as extending the range, there are new icons that link the products with the On-The-Go insignia. The original ‘With Finely Ground Coffee’ icon was adapted to more effectively communicate the fact that it uses ground coffee and is of superior quality to original Nescafé granules.
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IN-STORE CAMPAIGN
NEW NESCAFÉ AZERA ON-THE-GO TRY INSTORE TODAY
2m
BARISTA STYLE INSTANT COFFEE
0.8m
The in-store campaign involves the point of sale display above that will be stocked with all of the products in the On-The-Go range. It is designed as a large version of the Azera tin of coffee. The top shelf will have the flask which will hold a starter pack of the products including milk, sugar and biscuits inside it. Next to the flask will be the
GRACE BUCKLEY & JANE HANSESGAARD
coffee shot. The following shelves will hold the rest of the products so that customers can top up their supplies. This way, the POS unit demonstrates the concept of picking everything up, putting it in the flask and going about the day, knowing you can have barista style coffee in an instant.
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SOCIAL MEDIA CAMPAIGN
The social media campaign involves a new Twitter account where customers can tweet about their NescafĂŠ Azera On-The-Go experience. The main concept is to tweet in photos of where they take their On-The-Go coffee and use the hash tags #nescafeazera and #onthego.
GRACE BUCKLEY & JANE HANSESGAARD
A similar concept is used with Instagram, where customers can take pictures and tag them in the same way. This raises awareness about the new range and means that followers on Twitter and Instadgram can see how convenient the concept is.
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