Magazine article Marketing

Nescafe Fails to Blend

Magazine article Marketing

Nescafe Fails to Blend

Article excerpt

NESCAFE FAILS TO BLEND

Nestle's launch of a premium cappuccino-style brand next year (Marketing, November 29) may force McCann-Erickson's media buyers to review strategy for stablemates Nescafe and Nescafe Gold Blend.

This week's media buying shows how they have built a young down-market profile into ordinary Nescafe and an up-market southern bias into the premium Gold Blend. Now, further fragmentation in the latter sector will demand new thinking.

A total of 16m [pounds] has been spent on the two existing market leaders in the past year and the media strategy goes hand in hand with the creative work.

The homely Richard Briers and Diane Keen TV ads are mirrored by attention to TV and Radio Times mums. What's more, the 900,000 [pounds] press support for standard Nescafe shows a different target from the 1m [pounds] spend on Gold Blend.

Pop music Smash Hits magazine (127,000 [pounds]) and the women's weeklies pick up the spend for the former and the aspirational colour supplements win spend for the latter. …

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