Nescafé Taster’s Choice Challenges Premium Coffees with “Craft Each Day”

Nescafé is putting Taster’s Choice back on the map by proving that its instant coffee packs the quality, taste and freshness coffee drinkers expect. At a time when coffee counter culture continues to get more complicated with more flavours, preparations and combinations that ever before, the makers of Nescafé Taster’s Choice are promoting the simple perfection of a well-crafted cup of coffee.

Nestle consumer research shows 40% of consumers reported drinking less coffee because it’s too expensive to drink outside the home. That’s why the brand is launching its first major integrated campaign with national TV in years to educate consumers on how its coffee has been artfully made with precision and care to “Craft each day.” The new campaign is a bean-to-cup story designed to debunk myths about the quality of instant coffee and build consideration among an expansive category by promoting Nescafé Taster’s Choice’s new glass packaging and heightening the appeal of well-crafted coffee made simple.

The campaign launches with TV, digital video, social media content, an immersive website experience found at and digital advertising that demystifies consumer misperceptions about instant coffee by showing exactly how the product goes from farm to shelf – through sourcing, roasting and brewing the beans to perfection and then flash freezing them to lock in delicious taste that can be released by just adding hot water.

The campaign is also coming to life through added content in social, and a series of recipes for brewing your cup – from mastering the dosing technique to create a perfect, instant cup of coffee, to creating craft flavors like Caramel Chocolate and Pumpkin Latte right at home.

The new campaign is the first to launch from agency Doner LA.

Source: Doner LA

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