Nescafe Dolce Gusto: Coffee is not just black or white

Nescafe Dolce Gusto, the capsule coffee brand, created an Ideal Life brand ecosystem in China to stand out in a crowded coffee category.

Summary

Nescafe Dolce Gusto, the capsule coffee brand, found sales slowing at the start of 2018. The reason? Competition was getting tough. The brand not only found itself up against the likes of Starbucks, but also emerging local brands.

To regain lost market share and stand out in the increasingly crowded coffee space, we thought: why limit ourselves to just promoting just our coffee? In view of our audience's interest to be more sophisticated in all aspects of their lives, why don't we offer them an enhanced lifestyle to go with it? Putting Nescafe Dolce Gusto at the center, we...

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