Nescafé wanted to attract a new younger target but for Gen Y consumers instant coffee wasn’t even in their consideration set. Having grown up enjoying high quality coffee from coffee shops and cafes, they expected the very best and instant coffee was falling short by a long margin.
We ran a European wide project which aimed to link technology platforms to deep consumer insight. Through Co-Creation research we revealed how to connect with Gen Y and used this insight to develop a new coffee that delivered all the sensory excitement and quality they were craving.
Under a ‘Barista Style’ positioning strategy, we defined how every aspect of the new brand would deliver on quality: from the packaging to the coffee serve. Nescafé Azera launched as a sub-brand into the new micro-ground coffee category – predicted to be 27% of all instant coffee after 10 years.