Nescafe: The Value of 2.7 Million
Peach Natividad
Campaign details
Brand owner: Nestlé PhilippinesAgency: McCann Worldgroup Philippines – MRM ManilaBrand: NescaféCountry: The Philippines
Executive summary
Nescafé enjoyed 72% market share in the coffee-crazy Philippines. However, Filipinos started buying cheaper brands. Nescafé couldn't lower prices without sacrificing quality and had to rethink the way it built value, differentiated itself and retained its drinkers.
Facebook is where Nescafé moments are manifested by Filipinos nationwide – conversations. Nescafé decided to use their Facebook fanpage to build further value for Nescafé:
- Relevant and real-time content;
- Allowing fans...