Nestle Vietnam: Citizen Coffee
Brand Name: Nescafe 3in1Advertiser: Nestlé VietnamAgency: Lowe Asia-PacificCampaign Duration: April 2010 – June 2010Cost of Campaign: $500,000 – $1 millionCategory: Instant CoffeeBreakdown of spend by individual media: TV 80%, packaging 10%, internet 5%, outdoor 5%
Summary
This is a case about a Nescafé 3in1, an instant coffee brand, that ran in the city of Hanoi. Hanoi is a typical political capital and the 2nd largest coffee-consuming market in Vietnam. People from Hanoi (known as Hanoians) are potently traditional and choose local brands over...