VIKI
lin
NESCAFE RICH BLEND
Nestlé, China
In order to increase revenue in the very competitive festival occasions, NESCAFE wanted to bring a fresh look in the gifting boxes during 2019 Middle Autumn Festival for 2 main products: GOLD Signature and RICHBLEND.
The gift packs will compete in a larger market scale amount biscuit, chocolate, tea, milk categories, not just in coffee category.
Gold Signature is more premium, taste like fresh ground coffee. Target audience is 25-35 years old, live in tier 1&2 cities.
Richblend is the very first NESCAFE launched in China, it is well known. Target audience is 30-40 years old.
Use contemporary style to communicate coffee sharing story as the main content and add a little bit festive or gifting design elements to dress up gifting atmosphere on pack. Also apply different printing techniques to dial up premiumness.
