Speaker presentation at the FMCG Summit 2017 Céline Colin, Head of Communication and Marketing, Nescafe Dolce Gusto

1. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
Creating memorable and sustainable content
that resonates with the audience
and propels brand image
Céline Colin
Marketing and Communication
Nescafé Dolce Gusto Global Business Unit

2. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
Who am I…

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I seriously started my carreer at…

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Learning what made me love this job so far…

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UNCONVENTIONALITY
can be a key success factor

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Then 10 years ago I joined…
And started to work for

10. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
Contributing to launch some unconventional campaigns
for established brands

11. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
Contributing to launch some unconventional campaigns
for established brands

12. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
And starting to work for an emerging brand…

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In 2014…
Then, end of 2013, I moved…

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Nescafé Dolce Gusto…

15. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
Nescafé Dolce Gusto…
In 2006
Launched in 3 markets
With an HQ of 3 people
Starting from zero
TODAY
Present in 84 markets
With an HQ of 33 people
Co-leading the category worldwide
with Nespresso (outside US)
Weighting more than 1.5 bios

16. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
AN UNCONVENTIONAL BRAND
IN A CONVENTIONAL CATEGORY
Strictly Confidential, Proprietary Information of Nestlé SA

17. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
LET’S LOOK BACK…

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In 2006, NESCAFÉ Dolce Gusto arrived
in an already very competitive category

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With established and attractive codes…
BLACK & GOLD…

20. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.Strictly Confidential, Proprietary Information of Nestlé SA
The convention:
Quality belongs to the
OF COFFEE

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We needed
TO STAND OUT

22. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
By breaking the coffee category codes

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Leveraging our unique brand personality
Mettre capsule

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But we had
A BIG DREAM
AT THAT TIME…
WE WERE SMALL

25. Strictly Confidential, Proprietary Information of Nestlé SA
BECOME A CREDIBLE ALTERNATIVE
TO THE ULTIMATE REFERENCE

26. Strictly Confidential, Proprietary Information of Nestlé SA
BECOME A CREDIBLE ALTERNATIVE
TO THE ULTIMATE REFERENCE

27. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.Strictly Confidential, Proprietary Information of Nestlé SA
We needed to stand out
by being UNCONVENTIONAL
Standing for…
UNCONVENTIONALITY

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AN
UNCONVENTIONAL
DESIGN

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Coffee machines not looking like coffee machines

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And our designers keep on surprising us…

32. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
AN
UNCONVENTIONAL
VALUE PROPOSITION

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Premium Coffee
Mainstream Coffee
White coffee beverages
and more
Black (based)
coffee
SWEET
SPOT
Upgrading quality standard to all types of coffee

34. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
Upgrading quality standard to all types of coffee
YOUR COFFEE YOUR WAY THE BEST WAY

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AN
UNCONVENTIONAL
BRAND IDENTITY

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Breaking entrenched category codes
BLACK
GOLD
SILVER

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It shaped our capsules design…

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Our packaging design…

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Our Brand identity

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Creating a unique brand territory

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Positioned as a modern and unique coffee system

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Showcasing coffee in a totally new way

43. Strictly Confidential, Proprietary Information of Nestlé SA
AN OVERVIEW OF OUR LAST CAMPAIGN

44. Strictly Confidential, Proprietary Information of Nestlé SAStrictly Confidential, Proprietary Information of Nestlé SA

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Part of the best 2016 ads
• In the Top 10 2016 ads by Campaign (n°4)
• In the Adforum best of 2016
• Bronze Cristal Award at Cristal Festival

46. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
STILL
A LOT TO DO…
In the team, we stand for
continuous improvement

47. CONFIDENTIAL – PROPRIETARY INFORMATION OF NESTLÉ S.A.
THANK YOU