Specialty coffee sales are increasing by 20% per year in the United States where over 70% of adults drink coffee daily, consuming an average of 3.1 cups per day. While freshly brewed coffee from stores costs around $2.58 per cup on average, Nescafe instant coffee costs just $0.70 per cup, offering a more affordable option for daily coffee drinkers. The document proposes a new marketing campaign for Nescafe centered around the theme "It all starts with Nescafe", promoting Nescafe as providing the energy and convenience people need to start their day.

1. Tina Assadpour CW • Dalerys González AD

2. Market Research
• Specialty coffee sales are increasing by 20% per year.
• Over 70% of Americans over 18 years of age drink coffee every day.
• Average consumption in the United States is 3.1 cups of coffee per day.
• The average price for just brewed coffee at a store is $2.58.
That’s about $7.99 a day, $55.99 a week, and $223.95 a month.
• Nescafe instant coffee costs just .70 cents a cup.

5. Big Idea
Nescafé helps make waking up easier and gives you the energy to
pull you along through your day so that you can take on
everything the day has in store.
It all starts with Nescafé.

6. Reference Campaign

10. Rationale
Taking the idea of “It all starts with Nescafé” and painting a more
relatable story for consumers while still expressing that Nescafé
charges you up and gives you long lasting energy.

11. New Campaign

12. 1 2 3 4 5
Release Outdoor Prints
Commuter Stops
Week 1
Release Instagram
Promotional Post for
Social Media Game
Week 3
Evaluate Sales Response
Coupon Code Tracking
September
Release Magazine
Prints
Week 2
Release Facebook
Game
Week 4
Timeline August 2017

18. Social Media

23. Thank You