Magazine article Marketing

Nescafe Targets Youth with Summer of Tie-Ins

Magazine article Marketing

Nescafe Targets Youth with Summer of Tie-Ins

Article excerpt

Nestle is planning a summer of activity to 're-engage' young people with its Nescafe Original brand.

The strategy involves tie-ins with Ministry of Sound, Burger King and Shelter in a bid to reverse the decline in coffee drinking among 16- to 24-year-olds.

Nescafe has signed a [pounds sterling]1m deal to sponsor a global Ministry of Sound club tour this summer. Wide-eyed clubbers, from London to Ibiza, could be offered hot coffee as they emerge from night clubs in the early hours, or handed sachets of Nescafe to "help overcome the next day hangover".

As well as running competitions for entry to special club nights, the deal includes splashing the Nescafe brand on ODs of the tour and other merchandise.

Nescafe will also try to leverage its position as exclusive supplier of coffee to Burger King, which has a high footfall of young consumers. The coffee giant is in negotiations to increase the prominence of its brand in Burger King outlets and to promote its link with Ministry via burger outlets.

Additionally, Nescafe is stepping up its involvement with homeless charity Shelter, which has high support among young people.

Despite the rise of Starbucks and other coffee shops, Nestle says coffee consumption among 16- to 24-year-olds is significantly down on five years ago. …

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