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Nescafe aims t be ‘No 1 in Thai hearts’

Jan 28. 2019
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By The Nation

Nescafe Red Cup has earmarked Bt200 million for its 2019 kick-off campaign “#The One in Your Heart”.

The objective is to give Thai coffee drinkers their “first-ever opportunity to enjoy the indulgent experience of a personalised cup of coffee together with 14 of the most-missed stars at 10 high-traffic locations nationwide”. 

The campaign targets 48 million consumers across the country, executive officer Vladislav Andreev said on Monday.

Thailand’s in-home-coffee market, valued at Bt19 billion, grew by 4.8 per cent last year, while the pure soluble coffee segment, valued at Bt4 billion grew by 3.7 per cent. 

Nescafe was a key player in driving the coffee market with continual sales campaigns. 

The “Nurture Stronger Bond” campaign introduced in October was the year’s biggest, celebrating Nescafe’s 45 years in Thailand and asserting its brand proposition as a “connection builder”. 

Across Thailand, people drink 20,000 cups of Nescafe coffee per minute – more than 300 cups per second, Andreev said.

“This year we will continue our journey to cultivate the superior experience of a personalized cup of coffee with Nescafe Red Cup with our ‘#The One in Your Heart’ campaign, which is known as ‘Khon Tee Kid Tueng’ in Thai,” he said. 

“It’s the first campaign of the year to reinforce our ‘Nurture Stronger Bond’ concept and encourage Thai people to strengthen their bonds together with Nescafe Red Cup.”

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