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This cold pre-mix allows coffee lovers to enjoy a café-like experience at home by simply adding cold water to the pre-mix.
NESCAFÉ recently made an expansion in its product portfolio in India with the introduction of the all-in-one frappe. This innovative cold pre-mix allows coffee enthusiasts to enjoy a café-like experience in the comfort of their own homes by simply adding cold water to the pre-mix. The launch of this new product is supported by a comprehensive marketing campaign called ‘Frappe Jahan, hangout wahaan.’
The decision to introduce the all-in-one frappe was driven by valuable market insights revealing a growing trend among young individuals who are embracing cold coffee as their beverage of choice. NESCAFÉ recognized the need to address the common perception that preparing cold coffee is a daunting task and that its taste and consistency can vary from one preparation to another. The ‘Frappe Jahan, hangout wahaan’ campaign aims to challenge this notion.
Sunayan Mitra, the Head of Coffee and Beverages at Nestlé India, explained, “Many consumers, particularly the younger generation, are increasingly turning to cold coffee as their preferred beverage. While cold coffee consumption sees a significant surge during the summer months, it remains relevant throughout the year. With the all-in-one frappe, we aim to offer a hassle-free solution that consistently delivers a delightful glass of cold coffee.”
To bring the new product to life, NESCAFÉ has created a television commercial that captures a fun hangout moment among a group of young friends enjoying a refreshing glass of cold coffee. The commercial showcases the functional benefits and emotional connection that the product offers. Ashish Chakravarty, the Executive Director and Head of Creative at McCann India shared, “The television commercial tells a simple story of three young professionals facing the typical challenges of urban life. Amidst their daily frustrations, a friend brings them NESCAFÉ Frappe, offering a moment of cool respite.”
With the launch of the all-in-one frappe, NESCAFÉ aims to cater to the growing demand for convenient and consistent cold coffee experiences. By providing a quick and easy solution for enjoying café-style cold coffee at home, NESCAFÉ hopes to become a go-to brand for coffee lovers across India.