The Digital Marketing Strategy of Nescafé

As one of the most embraced brands across the world, Nescafé has a notable digital marketing strategy.

Adopting a character that is part of life globally, Nescafé’s digital marketing strategy is a good example of how to communicate with a broad target audience. The brand manages to represent itself as a supporter of different life situations, regardless of income, age, gender, or more. 

In announcing the world-famous instant coffee in 1938, Nescafé started a long journey that accompanies historical events. As a result of good campaigns and projects, the brand now reaches out to over 180 countries and is considered to be the world’s favorite coffee. Another globally successful brand is Coca-Cola, no doubt. We have a lot to learn from the digital marketing strategies of Coca-Cola and Nescafé.

When we do a detailed search to see Nescafé’s digital marketing strategy, marketing mix, and social media strategy, we recognize the similarities between various projects. As an old brand, it seems to be trying to figure out how to stay young and active in order to attract new generations.

Considering older consumers are already familiar with the brand, digging digital tunnels across platforms is a good idea to reach out to younger consumers. We have a lot to learn from this old-but-gold brand for success in digital.

So, let’s deep dive into the digital marketing success of Nescafé and analyze the unique strategies of the brand that were created with the help of digital marketing agencies.

Marketing Mix of Nescafé

The marketing mix, often referred to as the 4Ps, plays a pivotal role in shaping the success of any brand, and Nescafé is no exception. Nestled within the colossal brand house of Nestlé, Nescafé has artfully sculpted its position in the global coffee market. 

Let’s look at Nescafé’s strategic approach across the various elements of their marketing mix, revealing the secrets behind their brew-tiful success.

Pricing Strategy of Nescafé

At the heart of Nescafé’s pricing strategy lies an understanding of its customer’s perception of value. Over the decades, Nescafé has navigated a delicate balance in pricing. Yes, you could find a bag of no-name instant coffee for less, but what you’re paying for with Nescafé is not just the coffee—it’s the brand promise of consistent quality and flavor. They’ve earned their slightly premium price tag by consistently delivering on this brand promise.

Also, being attuned to global market dynamics, Nescafé recognizes the need to cater to a wide demographic. It’s not just about the elite coffee drinkers; it’s about everyone. 

As such, they have a multi-tiered product line. The ever-popular Nescafé Classic appeals to those looking for affordability without compromising on taste, while Nescafé Gold stands as a testament to better taste.

Their sensitive approach to pricing ensures that irrespective of one’s financial standing, there’s a Nescafé for everyone. This strategy, underpinned by a keen understanding of different market segments and consumer expectations, has undoubtedly contributed to Nescafé’s enduring success.

Placement Strategy of Nescafé

Have you ever wondered how Nescafé seems to be omnipresent? Whether you’re in a bustling city center or a remote countryside village, there’s a high chance you’ll find a jar of Nescafé on a store shelf. This widespread availability isn’t coincidental—it’s the result of meticulous planning and a robust distribution strategy.

Nescafé benefits from being a brand under the Nestle conglomerate, which boasts one of the world’s most expensive distribution networks. By integrating seamlessly into this network, Nescafé ensures its reach extends from sprawling supermarkets in urban hubs to quaint local stores in rural pockets. 

And the aim? Ensuring that no matter where you are, your favorite cup of coffee is just around the corner.

Product Strategy of Nescafé

Coffee, as simple as it may seem, is a complex beverage with tastes that can vary remarkably across regions. Nescafé, with its global footprint, understands this deeply. Their product strategy isn’t one-size-fits-all; it’s a mosaic of offerings that cater to the intricate taste palettes of diverse geographies.

In Europe, where the preference might lean towards more traditional and classic coffee flavors, Nescafé offers products that satiate these preferences. 

On the other hand, the dynamic and varied Asian market calls for something different. Recognizing the unique tastes of this vast continent, Nescafé has introduced products like Ginseng-infused coffee or delicate White Coffee, which cater specifically to Asian tastes.

Such geographical customization isn’t just about offering different flavors. It’s about understanding cultural nuances, regional preferences, and local coffee-drinking habits. By doing so, Nescafé ensures that its offerings resonate deeply with its consumers, making the brand not just a coffee provider but an integral part of their daily rituals.

Promotion Strategy of Nescafé

Nescafé, a brand under the vast umbrella of Nestlé, is almost synonymous with instant coffee across the globe. Their promotional strategies have been commendable, etching the brand into the collective memory of its vast consumer base.

When we look at Nescafé’s ad campaigns, one common thread becomes evident: storytelling. The brand has always leaned into narratives that resonate emotionally with its audience. The ‘It all starts with a Nescafé’ tagline is a testament to this. Used globally and moved away from a simple product-centric advertisement to something far more profound. It emphasized the idea that a great thing, be it a new relationship, an idea, or a day full of potential, begins with a single cup of coffee.

Moreover, with the rapid digitization of the world, Nescafé has adeptly moved with the times. Recognizing the potential of digital media, especially with the millennial and Gen Z demographics, they have capitalized on platforms like Facebook, Twitter, Instagram, and YouTube. Their content varies from quick coffee recipes, and heartwarming coffee moments, to engaging with online challenges and trends.

Nescafé also cares about tapping into local nuances in different markets. For instance, in countries like India, Nescafé advertisements often touch upon local themes, friendships, and societal issues, wrapping them around the warm embrace of their coffee.

Nescafé’s promotional strategy is not just about selling a product; it’s about selling an experience. They’ve made it clear that every cup of Nescafé is not just about the taste or the instant energy it provides, but the variety of emotions and connections that come along with it. This human-centric approach to promotion, combined with astute utilization of digital platforms, has ensured that Nescafé remains not just a drink, but a cherished ritual for many around the globe.

Digital Marketing Strategies of Nescafé

Nescafé’s digital marketing game is on point, and it’s not just about coffee; it’s about creating connections. With each innovative campaign and engaging social media initiative, Nescafé brews a perfect blend of brand visibility and emotional engagement.

Nescafé has 35M followers on Facebook and 90.1K followers on Instagram; they have local Instagram accounts for different countries. Considering Millennials are a big part of their target audience, that is a great way to keep in touch with them. The brand is also active on platforms such as Twitter and Snapchat.

Being always in connection with the new generation makes them stay young despite all the years in the sector. The brand is trying hard to keep its leadership in its class through such energizing projects, never letting people see the brand as an outdated one.

Let’s look at some social media campaign examples from Nescafé to better understand their strategy.

Connecting the Digital with the Physical World

Nescafé came out with a challenge: Are you really friends with your Facebook connections?

In a world, getting digital at a crazy pace, friendships also have a different vibe. From this idea, the company decided to turn online friendships into offline ones to see what’s going on with friends in the digital era.

The main character of the project “Really Friends?” was Arnaud, who is around 35 years old and has more than 1000 friends on Facebook. He visited his Facebook friends to have an offline conversation with an iconic Nescafé cup in his hand.

Arnold made a 42-web video documentary along with his interactions with friends. The documentary had more than 8 million views, 63,000 likes, 5,500 shares, and 4,800 comments on Facebook. That’s not all! The brand’s Facebook Page also increased the number of fans by 400%.

The project turned into a real success as other people also wanted to have the same experience as Arnaud, which gave rise to the idea of a contest. The Facebook contest, titled Le Défi Nescafé, got 26,000 applications.

Celebrating Special Days on Social Media

Nescafé knows how to keep the good vibes rolling on Instagram by celebrating special days in style. From Easter to Valentine’s Day and even International Coffee Day, they’ve got it covered. On Easter, they whipped up posts that were as colorful as the eggs themselves, spreading joy and a side of caffeine. 

When Valentine’s Day rolled around, they hit us with heartwarming posts that made us feel all warm and fuzzy inside, just like their coffee. 

And on International Coffee Day, well, let’s just say they practically threw a coffee party on our screens. 

Whether it’s painting Instagram with Easter cheer, making us swoon on Valentine’s Day, or fueling our coffee cravings on Coffee Day, Nescafé knows how to turn any day into a reason to celebrate.

Advertising Campaigns of Nescafé

The core of Nescafé’s advertising strategy is about being reliable and relevant. The Nescafé campaigns resonate across the globe, bringing people together from various corners to emphasize their collective love for coffee. These aren’t just ads made by advertising agencies; they’re interactive experiences that showcase Nescafé’s willingness to experiment while keeping inclusivity at the forefront. It’s not just about sipping a beverage; it’s about being part of a larger, inclusive coffee community. With each campaign, Nescafé seems to whisper, “Join us; we’re all brewing stories together.”

Good Morning World

Good Morning World is a 360-degree video campaign. The target is basically ‘to create real connections’ with the younger generation. The campaign, created as a part of the REDvolution identity of the brand, is aiming to create a global character for Nescafé.

World Says Coffee

World Says Coffee is an impressive ad campaign by Nescafé that vividly demonstrates the brand’s widespread appeal and its meaningful role in people’s lives. In this ad campaign, Nescafé captures the essence of ordinary but beautiful moments from everyday life and shows how their instant coffee can kick-start conversations and be a constant companion in people’s daily activities and adventures.

Make Your Morning Moment

Make Your Morning Moment is a heartwarming Nescafé ad campaign that totally gets the struggle of parents trying to catch a moment of peace before the chaos of the day begins. The video shows this couple trying to catch a breather in the crazy world of parenting, looking for a rare moment of calm. The man sneaks into the kitchen to brew Nescafé’s instant coffee, then tiptoes back to the bedroom. Holding their cups of Nescafé coffee, they manage to squeeze in a special moment amid the morning madness as expressed in the video. It’s all about these small yet incredibly valuable moments that Nescafé nails, giving a sweet pause in the whirlwind of daily life.

Here we have to realize that Nescafé’s digital marketing strategy meticulously focuses on younger consumers. And obviously, that strategy works very well. If you want to develop a successful strategy and advertising campaign just like Nescafé does, check out our selection of food and beverage agencies!