“Nestl? COFFEE-MATE Milky Creamer” – a new healthy choice for coffee lovers
Nestlé to excite creamer market with THB 80 million launch of
· 360° communication used to reach working professionals with sophisticated taste who look for creamers that provide the smoothest, well-rounded milky flavors to their coffee
· “Premiumization” trend addressed to capture health-conscious coffee drinkers with urban lifestyles
· “7 Seconds to Passion,” the secret technique to perfecting a cup of coffee introduced
· Superior taste and nutrition guaranteed by “60/40+” Nestlé’s unique product assessment program
· Online campaign to directly reach new generation and engage consumers via social media and viral video
Nestlé (Thai) Co., Ltd. launches “Nestlé COFFEE-MATE Milky Creamer,” a new premium coffee creamer containing real skimmed milk powder, establishing the premium creamer segment for the first time in Thailand. The new product will not only strengthen Nestlé’s leadership in the market, but will also provide coffee lovers with a new meaning of indulgence with Nestlé’s “7 Seconds to Passion.”
Mr. Christophe Stern, Business Executive Manager - Coffee and Creamer, Nestlé (Thai) Co., Ltd. said, “Coffee has become an international culture and it is growing quickly in Thailand. While closely monitoring this trend, Nestlé found that there has been a drastic increase in premium coffee consumption among Thai consumers as they have become more sophisticated when choosing coffee. Thai consumers have also become more health-conscious while still continuing to love the smooth, well-rounded milky flavor of coffee. As the leader in the market and a brand that has been trusted by Thai consumers for 30 years, Nestlé COFFEE-MATE saw a great opportunity and thus developed and launched “Nestlé COFFEE-MATE Milky Creamer,” Thailand’s first and only premium coffee creamer containing real milk content. With its special recipe, the creamer allows consumers to feel the passion of indulging in a smoother, well-rounded milky cup of coffee.”
“Nestlé COFFEE-MATE Milky Creamer” is the first premium coffee creamer to contain skimmed milk powder imported from the world’s finest milk sources including New Zealand, Australia and the United States. The first-class coffee creamer is guaranteed to provide consumers with a smoother, well-rounded milky taste along with the benefits from the goodness that is associated with milk. Developed with Nestlé’s commitment and care for consumers’ health, the creamer contains no cholesterol or transfat, making it the perfect choice for health-conscious coffee drinkers.
Based on Nestlé’s philosophy “Good Food, Good Life,” a commitment to nutrition, health and wellness, all of Nestlé’s new products must undergo the “60/40+” test which is the company’s unique product testing program aimed to improve the taste and nutritional value of its products. The assessment requires at least 60% of a large consumer sample to prefer the Nestlé product in a blind taste test against its direct competitors. For Nestlé COFFEE-MATE Milky Creamer, the test revealed that 81% of a consumer sample preferred Nestlé COFFEE-MATE Milky Creamer in a blind taste test against UHT milk, saying the product enhanced the taste of their coffee and did not dilute or spoil the taste and aroma.
Together with the launch of the new product, Nestlé introduces “7 Seconds to Passion,” the secret technique to perfecting a cup of coffee. Nestlé has developed an innovative production technology specifically for Nestlé COFFEE-MATE Milky Creamer which gives a much lighter and finer powder with high milk content. For optimal taste, coffee lovers are recommended to carefully add Nestlé COFFEE-MATE Milky Creamer to their 85°C coffee by allowing 7 seconds for it to sink before gradually stirring to ensure thorough blending. This technique will best bring out the aroma and flavour allowing consumers to feel the passion of indulging in a smoother, well-rounded milky cup of coffee.
“Nestlé has allocated THB 80 million for the 360° marketing communication campaign for the launch. The campaign, covering both offline and online media, is expected to raise brand awareness and encourage product trial. We have a new TV commercial that will air from 29 October onwards. We also want to build consumer engagement by launching the online “Milky Challenge” campaign giving consumers the chance to win exclusive prizes. We will also launch a video clip unveiling the secret love story of the celebrity couple - Matthew Dean and Lydia Saranrat Wisuttithada on COFFEE-MATE Thailand’s Facebook Fan Page (
www.facebook.com/CoffeeMateThailand). 500,000 sampling cups will be served through our promotional product sampling activity taking place at leading department stores and over 40 office buildings in Bangkok and suburban areas,” said Mr. Stern.
During the launch period the online “Milky Challenge” campaign will commence, inviting consumers to share snapshots of themselves indulging in their favorite coffee with Nestlé COFFEE-MATE Milky Creamer via Instagram or Facebook along with the hashtag #milkychallenge. The two winners from this challenge will receive a luxurious accommodation package at Sri Panwa Phuket, worth a total value of over THB 70,000. The campaign will run from today to 14 November 2014.
“Nestlé COFFEE-MATE Milky Creamer” is now available at all leading hypermarkets and supermarket stores, including 7 Eleven at THB 60 per 160 gram sachet.
Feel the Passion with Nestlé COFFEE-MATE Milky Creamer
