Nescafé Gold Mixes
Challenge
Nescafé Gold enjoys the position of the leading premium soluble coffee in Malaysia, but the domestic coffee landscape has been evolving steadily. Driven by increased affluence and appreciation and the proliferation of high quality independent and and international café operators, a new breed of discerning, authenticity-seeking consumers have been emerging with ever higher expectations and demands on their coffee experiences both in and out of the home.
Solution
Our design strategy was to add premium cues in the form of metallic finishes and a rich, dark colour palette and to enhance the flavour appeal of the product photography.
Results
Launched in early 2020, the refreshed packaging has successfully reasserted Nescafé Gold Mixes’ premium position and help to retain relevance and appeal to the critical new segment of discerning, flavour-conscious coffee drinkers.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.