nguide_4_shopper communication guidelines

SHOPPER GUIDELINES

N4

MARCH 2014

INTERIM VERSION FOR LIMITED INTERNAL DISTRIBUTION CONFIDENTIAL FOR INTERNAL USE ONLY

Complete Brand Stewardship Request Form

In case of deviation approval by SBU Global Strategic Marketing

STEP 2

STEP 3

STEP 4

STEP 1

Approval Guidelines

Approval Process: Flow Chart

For all new NESCAFÉ Products (I&R), Packaging and Communication

Major issues submitted for approval to NESCAFÉ Brand Board

Alignment and approval between Requestor, SBU Commercial and SBU Legal

Purpose

Branding Must Haves

Scope

Brand Extension Must Haves

NDP & NP

The purpose is to tighten the strategic framework to improve the strength, quality and consistency of our NESCAFÉ Branding and IP in order to build brand equity for the long term. By implementing this procedure we will drive Brand Stewardship with authority and discipline and build in the necessary flexibility to help our markets win.

Historically we have created non-ownable denominators. This has been a weakness for our NESCAFÉ portfolio, e.g. Classic, Original, Gold, 3 in 1, Cappuccino, Café Menu, Barista, Espresso, Milano

1. Create ownable positions for new approved brand names at level 2 (see below).2. 3rd and 4th Level branding (see below) to be pure descriptors unless clear case of competitive advantage.

One unique procedure for all new NESCAFÉ Products, Packaging and Communication (excluding short term and one-off promotional materials). This Approval Process also applies when we leverage the NESCAFÉ brand across other categories (e.g. a NESCAFÉ ice cream).

This Approval Process is in conjunction with the SBU Technical Acceptance Process as defined in MI-20.001.

Brand extensions (e.g. NESCAFÉ Frappelatte) MUST:

1. contain NESCAFÉ coffee and not a NESCAFÉ flavour; and2. be positioned as a Beverage product.

NDG & NP to follow their own approval process. Central NDG & NP Teams are the approvers of their process. Central Teams are to obtain countersignature for new visuals/campaigns from SBU Legal Counsel & SBU Global Strategic Marketing.

NESCAFÉ (Masterbrand):Level 1AZERA (Denominator):Level 2Intenso/Barista Style Instant Coffee (Descriptor):Level 3/4

Brand Stewardship Request Form For al l new NESCAFÉ Products (I&R), Packaging and Communication

Pro

ject

Det

ails

Project Name: Project Descript ion: New product, new market, existing brand? Indicate the stage that the project is at – concept stage? Market(s): Local, regional or global? If international, state in which countries the mark/visual is planned to be used in the next 3-5 years. Product category for which the brand/visual wil l be used: Brief description of the categories/segments impacted. Key contact(s): Project leader: Timing: Anticipated date and country of first production/launch:

Bra

nd

Req

uest

Branding to be used: What is the trademark/denominator/descriptor you wish to use? Word mark? Device mark? Slogan?

Use of Brand: Seasonal, long term? If seasonal (6-12 months), please specify.

Vis

ion/

S

trat

egy

Project Vision: What is the vision/goal?

Project Strategy: How will you achieve the vision? What role will the brand play in enhancing the product category? What is the gap you fill in the market place? What role will the project play in enhancing the brand?

Bus

ines

s O

ppor

tuni

ty Objective just i f icat ion of the opportunity:

What is the category/market situation? What is the competitive environment? Identify key competitors. Articulate the business opportunity using facts and data.

SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY2

LEGAL AND USAGE INFORMATION

All materials using the new NESCAFÉ Path-to-Purchase must be reviewed by your local Regional Intellectual Property Adviser (RIPA) prior to implementation.

RIPAs will help you protect and build brand equity and assist in cases where your execution could be similar to a third party’s so we avoid copyright infringement. Risk assessment on communication should be checked with the RIPA.

All approved high resolution NESCAFÉ artworks are available on the NESCAFÉ Marketing Asset Management (MAM) tool.

Should you have any questions regarding the content of this document, please contact the NESCAFÉ team at the SBU.

To tighten the NESCAFÉ strategic framework and to improve the strength, quality and consistency on the NESCAFÉ branding and intellectual property, we have developed a unique approval process to be used for all new NESCAFÉ products, packaging, and communication (excluding short-term and promotional material).

Approval Guidelines and Brand Stewardship Request Forms are both available on MAM via The NESCAFÉ Store.

NESCAFÉ APPROVAL GUIDELINESLEGAL AND USAGE INFORMATION


4 Introduction

5 NESCAFÉ Manifesto and Brandline

6 Brand Identity System Review

CONTENTS

SHOPPER COMMUNICATION ELEMENTS

8 Toolbox

9 Colours

10 Shape

12 Communicating Emotions: key principles

15 Appetite Appeal

16 Shoppers Path-to-Purchase

17 Shopper Communication Toolbox

18 Shopper Communication Objectives

01CATEGORY CHALLENGE 01

21 Non Coffee Culture: increase penetration

22 Primary Shopper

23 Secondary Shopper

24 Channel

25 Outlet Touchpoints and Communication Objectives


37 Emerging Coffee Culture: increase coffee purchase frequency

38 Primary Shopper


40 Channel



48 Sophisticated Coffee Culture: increase coffee basket weight & premium image

49 Primary Shopper


51 Channel



INTRODUCTION

As you know, NESCAFÉ has launched a new Visual identity System (at Masterbrand Level) that aims to build the brand’s iconic status by ensuring consistency across all of its communication worldwide.

To support this new ambition and bring the NESCAFÉ Big Idea to life at point of sale, we have developed this comprehensive Path-to-Purchase visual toolkit.

The strategic objective of this toolkit is to connect shoppers with our brand, leveraging the specific channel and related shopping mood in which he/she is in, and finally drive shoppers to NESCAFÉ products to SEAL THE DEAL.

Specifically, considering different stages of coffee culture development, we have developed this toolkit with a matrix. Its aim is to support shopper engagement across different strategic channels and key denominators.

A special thanks to all the markets that helped and supported the development of this document.

It is time that we “bring a fresh start” to our shoppers / consumers with the new NESCAFÉ brandmark and visual identity.

DEAR NESCAFÉ BRAND BUILDERS…

Carsten Fredholm Head of Beverages SBU

Sean Murphy Global Strategic Marketing - Beverages SBU


NE S C A F É M A NIF E S T O A ND B R A ND L INE

Every day brings a fresh start. You start each morning with the possibility of new experiences, opportunities and friendships. The important thing is whether you are ready to make the most of them.

NESCAFÉ helps you awaken to new opportunities and start new conversations, develop new friendships and re-kindle old ones, find bold new ideas, be who you want to be, and share who you are with others. We are a simple cup of coffee, and so much more: we offer you more than a relaxing break; we offer moments of renewal that stimulate your mind and uplift your senses.

For 75 years, NESCAFÉ has constantly innovated to bring out the best of natural coffee and bring it within the reach of everyone around the world, in the way they like it most. It’s how we’ve become the world’s favourite coffee and it is how we will continue to shape the new world of coffee for generations to come.

So whatever you want to start today...


B R A ND ID EN T I T Y S Y S T EM R E V IE W

BRAND SIGNATURES

BRAND ICONIC DEVICES

BRAND COLOURS

The Brandmark and NESCAFÉ Red Mug are the two authorised signatures for the NESCAFÉ brand. You can use one or the other depending on your message or media but you can never use both at the same time.

The NESCAFÉ Accent, NESCAFÉ Red Mug and NESCAFÉ Hub are the three brand iconic devices. They are the basic components of the graphic tool box that will enable you to create strong and ownable messaging for the brand.

White, red and black are the three masterbrand colours for NESCAFÉ. These three colours are key to convey the brand attributes.

SHOPPER COM M U N IC ATION ELEM ENTS

8 . T O O L B O X

9. C O L O U R S

1 0 . S H A P E

1 2 . C O M M U N I C AT I N G E M O T I O N S : K E Y P R I N C I P L E S

1 5 . A P P E T I T E A P P E A L

1 6 . S H O P P E R S P AT H -T O - P U R C H A S E

1 7. S H O P P E R C O M M U N I C AT I O N T O O L B O X

1 8 . S H O P P E R C O M M U N I C AT I O N O B J E C T I V E S

GreatMorningGreatTaste


IN STORE RULES

T O O L B OX

Brand signatures

MASTERBRAND ELEMENTS

SHOPPER FOCUSED ELEMENTS

EmotionMessage Appetite Appeal

Brand iconic device In store brand colours

NESCAFÉ has one clear objective; to become an iconic brand - that has social values - for enduring profitable growth. The main objective of a path-to-purchase is to attract the shopper’s attention, detract him or her from the regular shopping habits and entice them to try NESCAFÉ.

For this, impact and consistency are two crucial elements:• Consistency is about ensuring a consistent and convincing messaging

all along the purchase journey• Impact is driven by a limited selection of shape and colours that build

on the brand main cues and values

NESCAFÉ Path-to-Purchase communication is based on 6 key elements, which can be divided into 2 categories:• Masterbrand element: the brand icons, which aim at reinforcing the brand

graphic cues in store and drive brand recognition• Shopper focused elements: the message, the appetite appeal and the visual,

which aim at connecting with the shopper and creating desire for a specific offer.


IN STORE RULES

CO L O U R S

Colours are used to build the iconic NESCAFÉ brand and deliver stand out shopper impact. The aspirational colour for NESCAFÉ is black.

Consistency is key to building an iconic brand. Countries are therefore invited to use black as the background colour for in store communications.

However, NESCAFÉ is aware of country specificities and associated constraints. During the transition period , countries can choose one of 3 background colours : red with a touch of black, black with a touch of red or full black. Countries can also choose to mix a maximum of 2 different backgrounds by combining either: • Red route with a touch of black with Black route with a touch of red. • Black route with a touch of red with full Black route.

There are 2 criteria for choosing the right background : Criteria 1: The product that’s contributed the most - If NESCAFÉ Gold is the priority format, the full black background should be used. - If NESCAFÉ Classic is the priority, the red with a touch of black should be used.

Critere 2: The type of store Beyond the sophistication of the portfolio, using colour to stand out in store is crucial and should also be based on the lighting in store. Countries should choose the red with touch of black background in small, dark environments and the full black background in more modern stores.

Red background: ensures visibility of

the NESCAFÉ Red Accent in small, dark outlets.

Black background: ensures brand icon and brand colours visibility.

FULL BLACK ROUTEBLACK ROUTE WITH A TOUCH OF REDRED ROUTE WITH A TOUCH OF BLACK


IN STORE RULES

S H A P E

Shape is also used to build NESCAFÉ as an iconic brand to deliver STAND OUT shopper impact.

The NESCAFÉ red accent is an ownable brand building device that, when used to break traditional sight lines, stands out and has strong impact.

NESCAFÉ RED ACCENT NESCAFÉ RED ACCENT OUTLINE


IN STORE RULES

CO MM U NI C AT IN G EM O T I O N S : K E Y P RIN CIP L E S

Spontaneous and natural attitudeThe new NESCAFÉ photographic style is all about REAL people in REAL places and situations.

Emotional imagery is used to build NESCAFÉ as an iconic brand with social values and to deliver shopper impact. Emotional visuals communicate the occasion and the warmth of a NESCAFÉ moment. Challenge the shopper to take time out to relax, to share a delicious cup of NESCAFE with a friend, to enjoy the whole NESCAFE experience.

NESCAFÉ is the brand of people. We celebrate REAL by celebrating the beauty of REAL people. We do so by avoiding the use of professional models who typify artificial beauty stereotypes.

We get REAL by presenting a diversity of genders, ages, and country origins and capture them in natural lighting, natural poses and informal dress and style.

NESCAFÉ is a brand that is at home in the kitchen or on the moon and everywhere in between.

Whether a state-of-the-art Soho loft or living room in a favela, NESCAFÉ respects and pays tribute to the stories shared and experiences created by the REAL people who call these places home. We strive to capture moments of NESCAFÉ storytelling in genuinely REAL places.

Every day brings a fresh start and NESCAFÉ awakens people to new opportunities. This fresh start is captured through the consistent and explicit use of natural morning light.

Our people bask in its positive energy, our places shine with morning warmth, and our natural approach to light establishes a common visual tonality to all photographic communication.

The emphasis on morning light naturally means the colour tones in our photography represent a spectrum of light yet warm shades. Within this field of morning-imbued light we interject a hint of red – the iconic NESCAFÉ Red Mug cupped by a hand or resting in anticipation on a table, or a dash of red naturally woven into the setting.

Just as every other element in the photography appears REAL, the hint of red is integrated naturally and feels as REAL as the environment it sits within.

We want to encourage conversation, start new friendships, discover new things and we want NESCAFÉ to be shared with others.

To reflect these REAL and everyday situations, we set our photography in occasions where NESCAFÉ naturally belongs. These situations are everyday, casual, and above all, REAL.

PEOPLE LIGHTPLACES COLOUR SITUATION


IN STORE RULES


Emotion is used to build NESCAFÉ as an iconic brand with social values and to deliver EMOTIONAL shopper impact. It all starts with NESCAFÉ, be it: a new day, a new outlook, a new relationship, or a new opportunity to share and savour.

To deliver impact the shopper needs to connect and sense the moment. We need to spark the desire for a NESCAFE experience.

A dynamic person to illustrate: • The boost• A fresh Start• The morning effect

An emotional start illustrated by moments of sharing

An aspirational start evoked by sensations

and sophistication

PHOTOGRAPHY:

OK

TO

US

E.

OK

TO

US

E.

OK

TO

US

E.


IN STORE RULES


• Sophisticated ambiance • Inspiration moment • Me time

• At home • Friendship

NESCAFÉ GOLD PHOTOGRAPHYNESCAFÉ CAPPUCCINO PHOTOGRAPHY

ENGAGING PHOTOGRAPHY OF THE NESCAFE EXPERIENCE A photograph can be the expression of both the shopper message and the product experience.

The image therefore has to evolve according to the message that needs to be communicated.


IN STORE RULES


• A group of young people• A moment of sharing

NESCAFÉ 3in1 PHOTOGRAPHY

NESCAFÉ ORIGINAL/CLASSIC PHOTOGRAPHYNESCAFÉ SMOOVLATTÉ PHOTOGRAPHY

• Morning • Dynamic moments

• Easy-going situations • Romance

GreatMorning,GreatTaste


StartDeserving

TheBest

GreatDay,GreatTaste


IN STORE RULES

A P P E T I T E A P P E A L

NESCAFÉ ORIGINAL/CLASSICNESCAFÉ 3in1

NESCAFÉ GOLD BLEND NESCAFÉ CAPPUCCINO NESCAFÉ RTD

Appetite appeal is used to build NESCAFÉ as an iconic brand and deliver IRRESISTIBLE shopper impact.

The product takes centre stage, maximising the impact of the most delicious coffee elements to be irresistible to the shopper.

Rich thick foam cresting on the edge of the cup and dripping off the spoon.

Rich aroma rising from the centre of a steaming hot cup of delicious NESCAFÉ.

Rich aroma ascending from the centre of the steaming cup with golden hues to depict quality.

Swirls of cream and coffee surrounding the bottle to illustrate smoothness and silkiness.

Aroma rising from the rich & creamy foam in the centre of the cup.


IN STORE RULES

S H O P P ER S PAT H -T O - P U R CH A S E

Shopper communication can be divided into three zones based on proximity to the shopping outlet and point-of-purchase. Each with different communication objectives. Recognising that the Path-to Purchase is not always linear we use the model below to illustrate the consumer journey before and during the store visit, with communication objectives at each step of the journey.

AWARENESS

Attract shopper’s attention

• Build awareness of the category and brand benefits.

• Remind planned shoppers to buy and encourage unplanned shoppers to consider the purchase.

MASTERBRAND

PRE STOREImpactful at 10m

IN STOREImpactful at 5m

IN AISLEImpactful at 3m

PRODUCT

STEP

OBJECTIVE

ENGAGEMENT

Create desire for product

• Draw the shopper into the category, create desire to purchase

• Entice them with targeted and relevant category, product and brand benefits

PURCHASE

Trigger purchase

• Make sure that they choose NESCAFÉ products



IN STORE RULES

S H O P P ER CO MM U NI C AT I O N T O O L B OX

AWARENESS- The branding

- The NESCAFÉ Red Accent with an emotional visual

ENGAGEMENT- The branding

- The NESCAFÉ Red Accent supports the emotional visual

- The message always appears in the packaging circle

- The product

PURCHASE- The message always appears

in the packaging circle

- The NESCAFÉ Red Accent

- The product appeal

Attract shopper’s attention with an emotional approach

Brand

Brand

Emotion

Message


Appetite appeal

Message Appetite appeal

Trigger a NESCAFÉ consumption occasion

Trigger purchase

Emotion

Emotion

CATEGORY CHALLENGE CATEGORY CHALLENGE 1 Non-coffee culture /

Increase coffee penetration

CATEGORY CHALLENGE 2

Emerging coffee culture / Increase coffee purchase frequency


Sophisticated coffee culture / Increase coffee basket weight

& premium imagePATH-TO-PURCHASE STEPS

AWARENESS > Masterbrand

Convey new NESCAFÉ Big Idea Focus on MASTERBRAND

ENGAGEMENT> To address category

challenge

Invite consumers to experience coffee

for the first time. Create the desire and explain

the benefits of coffee.

Increase up to daily consumption.

Drive an extra cup.

Discover the diversity of NESCAFÉ‘s offer.

Link the variety of coffee with different

occasions/moods.

PURCHASE> Product USP /RTB

Call for action

Present product. Call-to-action.


IN STORE RULES

S H O P P ER CO MM U NI C AT I O N O B J EC T I V E S


IN STORE RULES

S H O P P ER CO MM U NI C AT I O N O B J EC T I V E S

DEFINE YOUR CATEGORY CHALLENGE AND PATH-TO-PURCHASE STEP = DISCOVER THE MESSAGE TO DELIVER

CHOOSE THE TARGET SHOPPER, CHANNEL AND TOUCHPOINT

ADAPT BRAND COMMUNICATION TO SHOPPER MODE TO MAXIMISE IMPACT

HOW TO USE PATH-TO-PURCHASE

1Step

Step

Step

2

3


2 1 . N O N C O F F E E C U LT U R E : I N C R E A S E P E N E T R AT I O N

2 2 . P R I M A R Y S H O P P E R

2 3 . S E C O N D A R Y S H O P P E R

2 4 . C H A N N E L

2 5 . O U T L E T T O U C H P O I N T S A N D C O M M U N I C AT I O N

O B J E C T I V E S

1 cup/week 1 cup/day

Per capita co�ee consumption

China

India

Turkey

Indonesia

Philippines

Russia

Chile

Mexico

South Africa

South Korea

Japan

Australia

Spain

Italy

Poland

UK

USA

Brazil

Greece

France

Canada

Germany

Netherlands

Category ChallengeNon co�ee culture(Tea driven markets)

Category ChallengeRising co�ee markets

Soluble Co�ee R&G OOH

Focus on consumer recruitment > Increasing penetration

Driving regularity towards daily cup > Increasing frequency

Depth of consumption (2nd cup) sourcing from R&G and driving value > increasing premiumness

Category ChallengeSophisticatedco�ee markets

Number of cups per year per person0 100 200 300 400 500 600 700 800 900

1

2

3

1

2

3



N O N CO F F EE CU LT U R E : IN CR E A S E P ENE T R AT I O N

Focus on consumer recruitment > Increasing penetration “I’d like to try this new “Western” beverage. It looks modern and trendy - but it will be a bit of an experiment. I don’t know what it will taste or feel like or how to drink it. Are there any side effects?”

There are two categories of shoppers both with different needs and motivations: Primary Shopper - SMART SWITCHER Secondary Shopper - YOUNG SMART SWITCHER

1



P RIM A R Y S H O P P ER



S ECO ND A R Y S H O P P ER



CH A NNEL

TRADITIONAL/ CONVENIENCE STORE

- Self service - Full service

MODERN STORE

- Supermarket - Hypermarket

SPECIFIES

• Quick trip/top-up mission

• Small, dark space

• Lots of products

• Lack of visibility

SPECIFIES

• Stock-up mission

• Modern space

• Large and highly structured (shelving)

• Lots of communication materials

While the communication will vary depending on whether the store is traditional or modern, the same NESCAFE brand experience is realised at every touchpoint.

CC1: NON COFFEE CULTURE

PATH-TO-PURCHASE STEPS

TRADITIONAL STORE FULL SERVICE

e.g. INDIA

MODERN STORE SUPERMARKET

e.g. CHINA

AWARENESS > Convey new NESCAFÉ Big Idea> Focus on masterbrand

Store name Billboard

ENGAGEMENT> Invite consumers

to experience coffee for the first time.

> Create the desire and explain the benefits of coffee.

NESCAFÉ Original/Classic, NESCAFÉ 3in1

“Great Morning Great Taste”

NESCAFÉ 3in1“Great Morning

Great Taste”

NESCAFÉ RTD (Smoovlatté)”Great Day

Great Taste”

Shelf header Gondola display Gondola display

PURCHASE> Present product> Call-to-action


”Taste the world’sfavourite”

NESCAFÉ 3in1 “Taste the world’s

favourite”

NESCAFÉ RTD (Smoovlatté)“Savour the world’s

favourite”

Stick hanger Shelf divider



O U T L E T T O U CHP O IN T S A ND CO MM U NI C AT I O N O B J EC T I V E S



T R A D I T I O N A L S T O R E - S T O R E N A ME

AWARENESS



T R A D I T I O N A L S T O R E - S HEL F HE A D ER

ENGAGEMENT

NESCAFÉ ORIGINAL/CLASSIC

NESCAFÉ 3in1



T R A D I T I O N A L S T O R E - S H EL F HE A D ER ( i n c o r p o r a t i n g s h a p e t h i n k i n g )

ENGAGEMENT




T R A D I T I O N A L S T O R E - S T I CK H A N G ER

PURCHASE

NESCAFÉ ORIGINAL/CLASSIC NESCAFÉ 3in1



T R A D I T I O N A L S T O R E - S T I CK PA CK H A N G ER ( i n c o r p o r a t i n g s h a p e t h i n k i n g )

PURCHASE




M O D ER N S T O R E - B IL L B O A R D

AWARENESS



M O D ER N S T O R E - G O ND O L A

ENGAGEMENT

NESCAFÉ 3in1



M O D ER N S T O R E - G O ND O L A

ENGAGEMENT

NESCAFÉ SMOOVLATTÉ



M O D ER N S T O R E - S HEL F D I V ID ER

PURCHASE

NESCAFÉ 3in1NESCAFÉ ORIGINAL/CLASSIC

NESCAFÉ SMOOVLATTÉ



M O D ER N S T O R E - S HEL F D I V ID ER ( i n c o r p o r a t i n g s h a p e t h i n k i n g )

PURCHASE



3 7. E M E R G I N G C O F F E E C U LT U R E : I N C R E A S E C O F F E E

P U R C H A S E F R E Q U E N C Y

3 8 . P R I M A R Y S H O P P E R

3 9. S E C O N D A R Y S H O P P E R

4 0 . C H A N N E L


O B J E C T I V E S



China

India

Turkey

Indonesia

Philippines

Russia

Chile

Mexico

South Africa

South Korea

Japan

Australia

Spain

Italy

Poland

UK

USA

Brazil

Greece

France

Canada

Germany

Netherlands









1

2

3

1

2

3



EM ER GIN G CO F F EE CU LT U R E : IN CR E A S E CO F F EE P U R CH A S E F R EQ U EN C Y

Driving regularitytowards daily cup > Increasing frequency “I drink coffee for the boost effect at breakfast usually. Then, throughout the day, I drink other beverages to relax, have a break or share a special moment with my friends.”

There are two categories of shoppers both with different needs and motivations: Primary Shopper - LOYAL RATIONAL SHOPPER Secondary Shopper - SMART SWITCHER

2



CH A NNEL

CONVENIENCE OR MODERN STORE

- Self service - Supermarket - Hypermarket

SPECIFIES


• Modern space




CC2: EMERGINGCOFFEE CULTURE


CONVENIENCE STORE

e.g. RUSSIA

MODERN STORE

e.g. RUSSIA

AWARENESS > Convey new NESCAFÉ

Big Idea> Focus on masterbrand Window display Billboard

ENGAGEMENT> Increase up to daily

consumption> Drive an extra cup

NESCAFÉ Original/Classic“Start Fresh Stay Fresh”

NESCAFÉ Original/Classic, NESCAFÉ 3in1, NESCAFÉ Gold Blend

“Start Fresh Stay Fresh”

Shelf header Sampling display

PURCHASE> Present product> Call-to-action


”Taste the world’s favourite”

NESCAFÉ Gold Blend”Breathe in the world’s

favourite aroma”

Shelf strip






CO N V ENIEN CE S T O R E - W IND O W D I S P L AY

AWARENESS



CO N V ENIEN CE S T O R E - S HEL F HE A D ER




M O D ER N S T O R E - B IL L B O A R D



M O D ER N S T O R E - S A MP L IN G D I S P L AY

ENGAGEMENT

NESCAFÉ ORIGINAL/CLASSIC NESCAFÉ 3in1 NESCAFÉ GOLD BLEND NESCAFÉ GOLD BLEND



CO N V ENIEN CE & M O D ER N S T O R E - S HEL F S T RIP

PURCHASE

NESCAFÉ 3in1


NESCAFÉ GOLD BLEND


4 8 . S O P H I S T I C AT E D C O F F E E C U LT U R E : I N C R E A S E C O F F E E

B A S K E T W E I G H T & P R E M I U M I M A G E

4 9. P R I M A R Y S H O P P E R

5 0 . S E C O N D A R Y S H O P P E R

51 . C H A N N E L


O B J E C T I V E S



China

India

Turkey

Indonesia

Philippines

Russia

Chile

Mexico

South Africa

South Korea

Japan

Australia

Spain

Italy

Poland

UK

USA

Brazil

Greece

France

Canada

Germany

Netherlands









1

2

3

1

2

3



S O P HI S T I C AT ED CO F F EE CU LT U R E : IN CR E A S E CO F F EE B A S K E T W EI G H T & P R EMIU M IM A G E

Depth of consumption (2nd cup) from R&G, driving value> Increasing premiumness

“I used to drink coffee everyday at different moments. I’d like to discover new coffee sensations. I’d like to have a coffee that suits every need and moment according to my mood.”

There are two categories of shoppers both with different needs and motiva-tions: Primary Shopper - LOYAL RATIONAL SHOPPER Secondary Shopper - SMART SWITCHER

3



CH A NNEL

MODERN STORE

- Supermarket - Hypermarket

SPECIFIES


• Modern space




CC3: SOPHISTICATED COFFEE CULTURE


SUPERMARKET

e.g. FRANCE

CVS

e.g. FRANCE/KOREA

V. MACHINE

e.g. JAPAN

AWARENESS > Convey new NESCAFÉ

Big Idea> Focus on masterbrand Metal detection billboard / Trolley

ENGAGEMENT> Discover the diversity

of NESCAFÉ offer, link the variety of coffee to different occasions/moods.

NESCAFÉ Gold Blend, NESCAFÉ Cappuccino“Start deserving the best”

NESCAFÉ Original/Classic, NESCAFÉ 3in1, NESCAFÉ Gold Blend, NESCAFÉ Cappuccino

“Start deserving the best”

Tasting display Table dispenser

PURCHASE> Present product> Call-to-action NESCAFÉ Gold Blend

”Breathe in the world’s favourite

aroma”

NESCAFÉ Cappuccino“Share the world’s

favourite treat”

NESCAFÉ Gold Blend”Breathe in the world’s favourite

aroma”

Shelf wobbler Table dispenser






M O D ER N S T O R E - ME TA L D E T EC T I O N B IL L B O A R D

AWARENESS



M O D ER N S T O R E - TA S T IN G D I S P L AY

ENGAGEMENT

NESCAFÉ GOLD BLEND NESCAFÉ CAPPUCCINO



M O D ER N S T O R E - TA S T IN G D I S P L AY ( i n c o r p o r a t i n g s h a p e t h i n k i n g )

ENGAGEMENT



M O D ER N S T O R E - S HEL F W O B B L ER

PURCHASE

NESCAFÉ GOLD BLEND NESCAFÉ CAPPUCCINO



M O D ER N S T O R E - TA B L E D I S P EN S ER


NESCAFÉ DESIGN AND ART WORK EXCELLENCE

We believe in the power of design to transform our products into brand experiences and to win on shelf.

Because our brand deserves the very best creative talent we partnered with CBa to design our new brandmark, visual identity and packaging design system. Because all design strategy is judged by how well it is executed on shelf we are introducing rigour during the production stage. This attention to artwork and pre-press quality aims to safeguard the desired result and helps us achieve greater consistency and quality across formats, materials, and geographies.

This new approach is a pilot which will require active collaboration with all of you. When design adaptations require strategic design direction, we ask that you reach out to CBa for guidance. All Master Designfiles that CBa produces will be submitted to the NESCAFÉ new production partner, SGS International, who will play an important role in ensuring that our design strategy is executed with excellence.

CBa is a global agency, part of WPP, with 13 offices globally and a recognized leader in brand identity and packaging design. SGS International is the Number 1 Global Graphic Communication business with expertise in artwork and reproduction with 45 offices and facilities worldwide.

In addition to optimising all design files created by CBa, SGS is creating normative print standards for each of these files. Proofs and colour targets are available for order directly via SGS. In addition SGS is providing NESCAFÉ with dedicated support during the initial roll-out for consultation related to technical artwork adaptation and reproduction.

Just as we encourage markets to work with CBa for new creative or creative adaptation, so do we highly recommend to partner with SGS at a market level to take advantage of their technical knowledge of this new design system and the potential volume synergies which could favourably affect price and time.

Working with top talent partners such as CBa for design leadership and SGS for executional excellence will support our efforts to make NESCAFÉ on-shelf presence as robust and consistent as possible. Packaging plays a critical role - in some markets the key role - in signposting our new ambition for NESCAFÉ so let’s give it the attention it deserves.

Sophie Avignon Senior Client Director CBa 96, rue Edouard Vaillant 92300 Levallois-Perret France

Telephone: +33 1 73 04 11 51 Email: [email protected] www.cba-design.com

Ian Jevon Client Service Director SGS International Grazier House, Marston Park Tamworth, Staffordshire, B78 3HU United Kingdom

Telephone: +44 1827 723000 Email: [email protected] www.sgsintl.eu

Megan Alford Global Channel, Category, Sales Development Lead, Coffee Nestec Ltd. Avenue Nestlé 55 CH-1800 Vevey

Telephone: +41 21 924-1762Email: [email protected]

nguide_4_shopper communication guidelines

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