The Development and Effect of the Nescafé Advertising Campaign

Pat Colling

The Nescafé campaign of 1978-80. The difficult marketing background at the time described: total market volume was declining 20% year-on-year.
Agency: McCann EricksonAuthor: Pat Colling

The Development and Effect of the Nescaf Advertising Campaign

The areas to be covered here are the development of a Nescaf advertising campaign and the effect from its start in late 1978, in sales, advertising measurement and future potential terms. It will show that the new campaign increased sales volume, the brand's share and helped to rebuild the premium sector of the instant coffee market; it will also show that the campaign succeeded against the conventional advertising measurements of recall, impact, etc. The paper will also demonstrate how the campaign was evaluated...

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