Nestlé Vietnam: Citizen Coffee

This is a campaign for Nescafé 3in1, an instant coffee brand, that ran in the city of Hanoi, the 2nd largest coffee-consuming market in Vietnam.

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...

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