Brief 07 _ Nescafe _ Boards

Sam Lane

Extended Practice

OUGD603

Nescafe Azera

Background

Target Audience / Tone of Voice

Millions of coffee lovers are becoming baristas in their own homes following the introduction of NESCAFÉ AZERA, a new way to look at instant coffee.

Through combining a tasteful blend of instant coffee and finely ground, roast coffee beans, we are able to deliver a true barista style beverage, with all the aroma, taste and look of a coffee shop coffee.

Our audience is a young and dynamic consumer. The AZERA buyer is 25-35, and part of ‘generation possible’. Not satisfied with accepting they can’t have something, they will find a way to make it happen. When it comes to coffee, this group have grown up with coffee shop culture. They are drinking higher quality coffee, and want to be able to achieve this at home and in little amount of time.

Brief

Deliverables

Create a new product innovation and a campaign to launch it both instore and through social media. for The product innovation could be a new packaging idea, a new way to drink coffee, or even a simple design tweak. It must stand out in-store and online across social media.

- New Product Packaging Concept - New Product Packaging Design Tweak - Social Media Campaign - In-Store Campaign

01/08

Extended Practice

Sam Lane

01

Reference

OUGD603

Nescafe Azera

Coffee Shop Interiors

Differentiation Through Colour

A good reference to keep in mind is the conventional coffee shop interior. As the product is aimed at an audience who have grown up with coffee shop culture, this was an important aspect to take in to consideration, to research and to keep in mind when designing the product and / or campaign

Another good reference was looking into products that use colour to split into categories, usually of flavour. I think this is probably the most efficient way of letting a customer know the difference between the same brand of product through flavour.

02/08

Extended Practice

Sam Lane

02

Research

OUGD603

Nescafe Azera

Zip-Lock Packaging

Classic Fresh Coffee Design

I wanted to come up with a concept that changes the original packaging for the better, making it easier to keep fresh whilst at home and on the move. I figured that an easy way to keep products fresh with little effort was by using a sealed bag od zip-lock. I did some research into different packaging to see what would suit my product the best.

I wanted the new re-defined packaging that I was to develop to have a feeling of fresh coffee and felt that this could be achieved by making it appear like packaging that you would likely find fresh coffee in. This was, the customer would subconsciously make the connection of the coffee being as tasty as fresh, even though they know it’s instant. I looked into some fresh coffee packaging to get a gage of design trends . They often use a hand rendered looking tasting notes and a clean layout / brandmark.

03/08

Sam Lane

03

Extended Practice

Re-Packaged & Redesigned

OUGD603

Nescafe Azera

04/08

To run parallel with the new zip-lock packaging, the design has been tweaked slightly to help make both existing and new customers aware of the full Azera Product Range. A Bold Colour Scheme and ‘Flavour Bar’has been added to the packaging for clarity whilst also reinforcing the ‘Real Ground Coffee’ USP of the product.

Sam Lane

04

Extended Practice

Product Pack Shots

OUGD603

Nescafe Azera

The Product Pack-Shots have been Crafted, Photographed and touched up in a way which keeps the same sleek appearance that is integral to the Azera Brand, whilst also introducing more colour and vibrance. The same Barista style Coffee shop feel, but re-imagined.

05/08

Sam Lane

05

Extended Practice

In-Store Display

OUGD603

Nescafe Azera

06/08

The ‘Coffee Shop Atmosphere’, which is integral to the Azera brand has been subtly recreated and hinted at throughout the in-store promotion for the new product range.

The main reason that this texture is used as part of the brand, is to try and recreate some of the familiar sights and textures that are often found and interacted with in a coffee shop environment.

As you can see from the images below, The packaging and colour are at the forefront of the campaign still, but now there is a third element starting to be introduced, and this is a dark wooden panelled texture.

The texture could be used in real life as part of shelving display as shown in the left image, and could also be used as a printed texture, as shown in the hanging display in the right image.

Extended Practice

Sam Lane

06

Campaign

OUGD603

The #MYAZERAMOMENT Campaign is targeted directly around Social Media, and in particular, Instagram, Twitter and Facebook, which all work with a ‘Hashtag’ at the heart of their platforms.

The aim of the campaign is to promote the new product by making a Hashtag go viral. The campaign encourages customers to take a photograph of their ‘Special Moment’ that is spent with the Luxurious Azera Coffee, and share it through social media using the hashtag, My Azera Moment.

Nescafe Azera

This campaign will drive success to the Brand, whilst also drawing attention to the new Product Packaging. As people share their ‘Special Moments’, they are simultaneously advertising the brand and product to millions of followers.

07/08

Sam Lane

07

Extended Practice

Azera Moment Gallery Multi Platform Interaction

OUGD603

To push the Social Media Campaign even further, a proposed Gallery of ‘Azera Moments’ would be set up online, which will feature new entries every day. If the Customers get featured in the gallery, they win Merchandise in which might be T-shirts and Key rings or even a years supply of Azera Coffee. This gives customers a reason to purchase the product, visit the website and interact with the campaign whilst they in turn, promote the brand.

Nescafe Azera

08/08

The Social Media Campaign will be spread across multiple platforms, Not Just Instagram and the Website. The image shows how the Facebook Profile page can promote the campaign and how people can use the Hashtag to help build hype around the campaign and the brand.

Sam Lane

07

Extended Practice

External Promotion

OUGD603

Nescafe Azera

08/08

If the campaign had a bigger budget, Guerrilla Advertising would be a forward thinking and innovative way of communicating directly with the audience. Still based around the ‘My Azera Moment’ campaign, Digital Advertisements would include a camera and through using Augmented Reality the user can take a ‘Selfie’ with the Azera Cup of Coffee, which is then uploaded online and shown on the Digital Screens which would be placed in City Centres.