NESCAFÉ: the launch of coffee beans and the B2B and B2C projects
From communications to Sigep for the Cafeterias and Hotels channel to an articulated cross-channel partnership
- Communication strategy
- Concept & content creation
- Events & exhibition
- Below the line
- Web design & digital activation
- Video & photo editing
- Stand design
- Trade folders
- POS materials and accessories
- Video and photo shooting
- Sales meeting
On the occasion of Sigep 2018, the goal of the brand was to communicate to the sector operators the launch of NESCAFÉ in the form of beans, an important milestone accompanied by the concept “YOUR TOTAL COFFEE PARTNER”.
The added value of ATC became part of this scenario, in which it was crucial to accelerate the innovation of a brand with plans for the future, capable of building on its 80 years of expertise and leadership in the instant coffee market.
The approach to the event saw a Linkedin editorial activity articulated by post teasers connected to the mini-site yourtotalcoffeepartner.it; useful touchpoints to transmit consumption trends and the internal reasons that led to the company step-up.
As for the exhibition, ATC designed a centralizing “hub-stand” which also helped to drive the message of the spirit of NESCAFÉ yesterday, today and tomorrow. The starting key-concept was transfigured into an immersive space divided into thematic areas. A central fulcrum, near the tasting area, video storytelling about the brand’s supply chain; in the other sections of the stand, the celebration of different technological and product solutions to support bars and hotels.
A "hub-stand" which helped to drive the message of the spirit of NESCAFÉ
The next step was to provide customers with the materials needed to express the quality and completeness of the NESCAFÉ offer for consumers: from instant coffee to coffee beans, to milk or chocolate drinks.
A design corpus that combined design and communication, where the reference context also influenced the choice of the textures and raw materials proposed. All while preserving the NESCAFÉ brand personality at a higher level.
To enhance the path to purchase in a hotel, an urban bakery or a trendy canal-side bar in Milan, accompanying the customer from the entrance to the tasting, the creative development of the materials has in fact gone hand in hand with the study of their design, combined with an in-depth analysis of the locations.
A design corpus
design and communication
The sharing element, which has always been an important part of the NESCAFÉ brand heritage, was celebrated by ATC in the redesign of the break areas of large offices, hospitals and other consumer spaces. A “people-brand-people” dialogue activated through communication supports with timely messages and with the presence of vending machines made effective storytelling tools thanks to the integration of emotional videos for the standby and serving phases.
Even the creation of a premium menu for bars has become something extra: starting from the barman’s recipes, in addition to the usual art & copy contribution, the agency has had a primary role directly taking care of the moods and photo shoots, outlining a personal style. Another example of a multidisciplinary approach, supported by a deep knowledge of the brand.
ATC’s commitment to NESCAFÉ continues by supporting the client on the occasion of important events dedicated to the sales force, where the agency’s contribution emerges on several levels with an increasingly consultative aspect.
From the definition of the format of special days, created together with the NESCAFÉ team, to the choice of engagement levers aimed at the audience, up to making the presentations spectacular or getting the event spaces ready, everything is built keeping faith with a design model that is constantly “why? oriented”.