Nestlé is one of the world’s biggest producers of food products, and positions itself as a nutrition, health and wellness company, creating food and beverages for all occasions. Amongst its portfolio of brands is Coffee-mate, the dairy creamer that is used as a supplement to coffee. Coffee-mate also has a Soy and Low Sugar variant.
The coffee and dairy creamer market in Thailand was becoming hugely diversified, with increasing competition, but also multifunctional coffee products that were becoming favoured by consumers, some of which included healthier variants to the typical products currently on the market.
To counteract these issues, Coffee-mate identified an opportunity to increase the frequency of coffee consumption among drinkers with a new strategy. This strategy aimed to convince consumers that a delicious rich and creamy coffee made just the way they liked it, would give them the pleasure of completely indulging themselves. Packaging needed to bring this idea to life, and represent Coffee-mate’s brand personality of being a ‘passionate companion’ to consumers and coffee.
Additionally, the variants would target modern health-conscious men and women, with the soy variant being an alternative for Asian consumers who were intolerant to milk-based products.
Brand New Day created executions that communicated moments of pleasure and passion by shaping the vapour that comes from a hot cup of coffee with the universal symbol for the heart, communicating emotional warmth and passion. Pack colours were vibrant, and health concerns (about cholesterol) were addressed in a clear, friendly manner, using minimal copy and icons. A refreshed logo was applied to the packaging across different formats and sizes.