When Nescafé Sunrise owned the most momentous morning of the year in Tamil Nadu

Bhakti Malik

Campaign details

Brand owner: Nestle
Agency: McCann Worldgroup India
Brand: Nescafe Sunrise
Country: India
Channels used: Events and experiential, Newspapers, Outdoor, out-of-home, Radio, Television
Media budget: 1 – 3 million

Executive summary

Nescafé Sunrise, the filter-coffee brand whose name itself was rooted in mornings, was finding its position recede in the quintessential morning-consumption occasion of Tamil Nadu households. In a duopoly instant-coffee (IC) market, Hindustan Unilever's Bru had built much stronger filter-coffee credentials for its IC product by consistently positioning themselves as 'closest to filter coffee' and also having an actual filter-coffee variant in their portfolio which had a strong rub-off on their IC's equity. Unfortunately for Nescafé, they had neither a filter coffee variant in their portfolio nor one in the pipeline.