NGUIDE_4_Shopper Communication Guidelines
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Transcript of 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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY3
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
02CATEGORY CHALLENGE 02
37 Emerging Coffee Culture: increase coffee purchase frequency
38 Primary Shopper
39 Secondary Shopper
40 Channel
41 Outlet Touchpoints and Communication Objectives
03CATEGORY CHALLENGE 03
48 Sophisticated Coffee Culture: increase coffee basket weight & premium image
49 Primary Shopper
50 Secondary Shopper
51 Channel
52 Outlet Touchpoints and Communication Objectives
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY4
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY5
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...
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY6
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY8
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.
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY9
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY10
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY11
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY12
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
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.
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY13
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
• 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.
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY14
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
• 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
GreatMorningGreatTaste
StartDeserving
TheBest
GreatDay,GreatTaste
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY15
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.
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY16
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
GreatMorningGreatTaste
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY17
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
GreatMorningGreatTaste
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
CATEGORY CHALLENGE 3
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.
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY18
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY19
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
01CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY21
CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY22
CATEGORY CHALLENGE 1
P RIM A R Y S H O P P ER
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY23
CATEGORY CHALLENGE 1
S ECO ND A R Y S H O P P ER
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY24
CATEGORY CHALLENGE 1
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
NESCAFÉ Original/Classic, NESCAFÉ 3in1
”Taste the world’sfavourite”
NESCAFÉ 3in1 “Taste the world’s
favourite”
NESCAFÉ RTD (Smoovlatté)“Savour the world’s
favourite”
Stick hanger Shelf divider
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY25
CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY26
CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY27
CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY28
CATEGORY CHALLENGE 1
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
NESCAFÉ ORIGINAL/CLASSIC
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY29
CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY30
CATEGORY CHALLENGE 1
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
NESCAFÉ ORIGINAL/CLASSIC
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CATEGORY CHALLENGE 1
M O D ER N S T O R E - B IL L B O A R D
AWARENESS
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY32
CATEGORY CHALLENGE 1
M O D ER N S T O R E - G O ND O L A
ENGAGEMENT
NESCAFÉ 3in1
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY33
CATEGORY CHALLENGE 1
M O D ER N S T O R E - G O ND O L A
ENGAGEMENT
NESCAFÉ SMOOVLATTÉ
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY34
CATEGORY CHALLENGE 1
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
SHOPPER GUIDELINES CONFIDENTIAL FOR INTERNAL USE ONLY35
CATEGORY CHALLENGE 1
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
NESCAFÉ ORIGINAL/CLASSIC
02CATEGORY CHALLENGE 2
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
4 1 . 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
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CATEGORY CHALLENGE 2
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
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CATEGORY CHALLENGE 2
P RIM A R Y S H O P P ER
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CATEGORY CHALLENGE 2
S ECO ND A R Y S H O P P ER
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CATEGORY CHALLENGE 2
CH A NNEL
CONVENIENCE OR MODERN STORE
- Self service - Supermarket - Hypermarket
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.
CC2: EMERGINGCOFFEE CULTURE
PATH-TO-PURCHASE STEPS
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
NESCAFÉ Original/Classic, NESCAFÉ 3in1
”Taste the world’s favourite”
NESCAFÉ Gold Blend”Breathe in the world’s
favourite aroma”
Shelf strip
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CATEGORY CHALLENGE 2
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
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CATEGORY CHALLENGE 2
CO N V ENIEN CE S T O R E - W IND O W D I S P L AY
AWARENESS
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CATEGORY CHALLENGE 2
CO N V ENIEN CE S T O R E - S HEL F HE A D ER
NESCAFÉ ORIGINAL/CLASSIC
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CATEGORY CHALLENGE 2
M O D ER N S T O R E - B IL L B O A R D
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CATEGORY CHALLENGE 2
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
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CATEGORY CHALLENGE 2
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 ORIGINAL/CLASSIC
NESCAFÉ GOLD BLEND
03CATEGORY CHALLENGE 3
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
5 2 . 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
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CATEGORY CHALLENGE 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
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CATEGORY CHALLENGE 3
P RIM A R Y S H O P P ER
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CATEGORY CHALLENGE 3
S ECO ND A R Y S H O P P ER
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CATEGORY CHALLENGE 3
CH A NNEL
MODERN STORE
- Supermarket - Hypermarket
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.
CC3: SOPHISTICATED COFFEE CULTURE
PATH-TO-PURCHASE STEPS
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
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CATEGORY CHALLENGE 3
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
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CATEGORY CHALLENGE 3
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
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CATEGORY CHALLENGE 3
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
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CATEGORY CHALLENGE 3
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
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CATEGORY CHALLENGE 3
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
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CATEGORY CHALLENGE 3
M O D ER N S T O R E - TA B L E D I S P EN S ER
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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]