For cool youngsters, Smoovlatté!
A line of coffee-based drink inspired in coffee shops
Food - Nestlé Brasil
Over 5,000 products under its brand: that’s the reality of Nescafé, the greatest and most valuable brand of Nestlé, the biggest food & beverages company in the world.
With such an extensive family of products, Nescafé and Nestlé Brasil staff decided to develop a line of modified coffee – a milk and chocolate milk-based mix, more attractive to young’s taste – in order to reach a scenario where it offers a product traditionally consumed by an adult public to consumers who are initiating their coffee experience.
Together, Nescafé and CBA B+G staffs got the study started to understand the target audience, their habits and the category’s territories, then getting to a proposition that was appropriate to the opportunity identified by Nestlé in the wide coffee universe, which the brand knows quite well.
At home or work? In family or in traffic? Young or adult? Individuals from generation Y, also known as millenials, are under transition. Their vision of the world starts maturing and naturally affects their habits. Such a public of people who are moving from chocolate milk at home to black coffee at work, is the audience that Nescafé wants to connect with.
Exploring their habits, we came up with two concepts that would point the way to creating the identity of the brand’s new ready-to-drink category: firstly, the inspiration coming from coffee shops, places that are highly attended and beloved by millenials; secondly, a proposed disruption of the category’s traditional codes, since the new product is a blended drink.
Among the raised concepts, the winner had an insight of “I need something practical, which adapts to my everyday life and provides me a break during my routine, with a taste that is different from black coffee but rightly energizing and healthy.”
The identity came from there, presenting handmade drawings, with a strong sign appeal, emphasizing a cool iconography aligned to the public’s pursuits and life style.