NESCAFÉ AZERA Create a new product innovation for NESCAFÉ AZERA.
Website — nescafe.co.uk
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YCN Student Awards 2013/14
Social — @NescafeAzera
ycn.org
NESCAFÉ AZERA
Background 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. About the Audience 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. They challenge conventional ideas to get a better outcome. They have changed the rules in so many areas – from starting businesses with Kickstarter and Etsy, to redefining fine dining with street food and gourmet burgers. When it comes to coffee, this group have grown up with coffee shop culture. They are drinking higher quality coffee, and drinking all kinds of exciting varieties in coffee shops has become a part of everyday life. They are looking for better quality experiences. They love the coffee they get from coffee shops, but they want to know how to make it properly at home in a way that’s convenient and affordable. About the Brand The brand is all about finding the possible and not living by the limitations of the conventional. What we offer is a full range of true barista-style coffees in instants, and we are committed to finding ways that continue to deliver the best in instant coffee. The Creative Challenge Create a new product innovation and a campaign to launch it both instore and through social media. 1. Come up with a new product innovation for NESCAFÉ AZERA. It can be a tweak to a revolution, for example - a new packaging idea, a new way to drink coffee, or even a simple design tweak. Think about how our consumers like to experience new things. They have an appetite for new – but it’s got to be convenient to fit into their busy lives. Think about creative solutions for ensuring our consumers are able to access the highest quality coffee in an instant. Remember, this doesn’t have to be a revolution; small changes can be just as impactful. The important thing will be how you bring it to life.
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YCN Student Awards 2013/14
ycn.org
NESCAFÉ AZERA
2. Create a social media campaign to launch your new product innovation. Any social media is fine by us. Please explain the campaign and bring it to life with visual examples. 3. A big part of a new launch is making it stand out instore. Show us how you would make your new product innovation catch the attention of audience while they shop. Use any form of media you feel would work (traditional instore displays, mobile, digital, branded merchandise). Creative Requirements First Tell Us We’d like you to start with a written explanation of your idea. You should be able to summarise any cracking concept in fewer than 300 words. Tell us what your concept will show consumers and how it will talk to them. Then Show Us When it comes to communicating your ideas, you can mock them up in whatever way feels most comfortable to you. You might like to draw them by hand. You might like to use a computer, or combine both skills. Essential things to bear in mind • All work must include the full brand logo • The logo cannot be changed, please always use it as given • Fonts: Barista Style Instant Coffee = Trade Gothic LT Pro Bold Condensed No. 20, Product descriptor text = Serifa Std. If you don’t have these please use something similar. Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website ycn.org Any additional information referenced in the brief can be found in the supporting project pack.
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YCN Student Awards 2013/14
ycn.org