BANGKOK, Thailand — Nescafé Gold, the global market leader in premium pure soluble coffee, has announced the launch of new Nescafé Gold Crema. New Nescafé Gold Crema is expertly crafted to offer a finer coffee experience to discerning drinkers in three multi-senses.
New Nescafé Gold Crema also introduced the singer Kong Saharat and the actress Sririta Jensen as co-brand ambassadors to engage discerning coffee drinkers through its total integrated marketing communications campaign.
The launch of new Nescafé Gold Crema will further strengthen Nescafé Gold as the premium coffee of choice among Thai consumers.
With the multi-sensorial new Nescafé Gold Crema premium pure soluble coffee experience, discerning coffee lovers can See the Difference: New Nescafé Gold Crema uses the same proprietary technology as Super Premium Nescafé coffee in the United Kingdom and France to produce Golden Fine Powder.
New Nescafé Gold Crema’s Signature Blend contains mountain-grown Arabica beans from the north of Thailand, ground 10 times finer to better release the rich aroma from the soul of the beans.
Mr. Vladislav Andreev, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., said, “Nescafé Gold Crema was developed here in Thailand to meet the taste preference of Thai coffee lovers. In our tests, 8 out 10 Thai consumers preferred Nescafé Gold Crema. We are confident that new Nescafé Gold Crema will become the most preferred choice for premium pure soluble coffee among discerning coffee drinkers, while making Nescafé Gold more accessible to Thai consumers who want to indulge themselves with the perfect cup of premium coffee,” he added.
The integrated marketing campaign for new Nescafé Gold Crema is based on the concept “Nescafé Gold Crema, for those who spend quality time to appreciate the difference.”
The campaign includes TV commercials featuring brand ambassadors Saharat (Kong) Sangkapricha and Sririta (Rita) Jensen, who invite coffee lovers to appreciate the difference of new Nescafé Gold Crema, supported by a nationwide sampling of over two million cups for consumers and a digital campaign to engage discerning coffee drinkers.
The launch of the Nescafé Gold brand last year was a success and firmly established Nescafé Gold as the No. 1 in the Thai market. Additional indicators of its success include an increase in Nescafé Gold brand awareness to 93%.
New Nescafé Gold Crema comes in a new Signature jar with an innovative design that is being launched in Thailand at the same time as in Western Europe. The new jar features a brushed gold lid and a tall, sleek shape to appeal to the new generation of consumers.
