Nescafe unveils new look for luxury coffee lines

by Emily Rogers, Marketing 02-Sep-04

Nescafe is embarking on a radical overhaul of its premium coffee range that will include a full relaunch of its second-biggest coffee brand, Gold Blend.

Gold Blend will be reformulated for a 'richer aroma' and repackaged in line with designs created by consultancy Design Bridge for Nescafe's luxury brands Blend 37, Black Gold, Alta Rica, Cap Colombie, Kenjara and Espresso.

A revamped visual identity in the form of a hallmarked gold bean has been created specifically for the Gold Blend range of decaffeinated, reduced-caffeine and standard coffees. Design agency Coley Porter Bell devised the identity, which is intended to help reclaim leadership of the premium coffee market from brands using copycat gold packaging. The identity is to be used both on- and off-pack.

The relaunch of Gold Blend and its 'richer aroma' will be supported by a £4m TV campaign from 18 October, created by McCann-Erickson. In-store activity will build on Nescafe's tie-up last year with romantic comedy Love Actually by parodying a romantic film premiere.

The initiative marks the next stage in the coffee giant's bid to regenerate the instant coffee market, which has declined by 14% since 1998 (Mintel).