I drink coffee when I feel stuck. When I need ideas. And no matter what brand of coffee I drink, the large part of my coffee drinking habit has been formed because of Nescafe. When it comes to branding coffee Nescafe seem’s to get it right. See their brand campaigns over the years.

Old Deepkia/ Purab Series – “Be Bold”

Comedian/ Cartoonist Series- “Get new Ideas”

RJ Ad- “Don’t Give up”

Student Theme – “Pace up your life”

The secret behind these awesome campaigns by Nescafe has been them identifying their core values and communicating them directly and unambiguously in all their brand endorsements. They focus on their “Whys” and not their ” Whats” ( Read ‘Start with Why’- Simon Sinek for ref).

You’d never see Nestle advertising the freshness of their coffee or the size of their beans. They’d always base their communication around why you need coffee. And that’s the part that sticks. People start associating ‘certain feelings’ with their ‘need to have coffee’. The first brand that comes to mind is of course ‘Nescafe’.

It doesn’t matter if Bru has better taste or some other brand has better flavor, Nescafe has the highest top of the mind recall value when instant coffee is discussed. The fact clearly reflected in their market share- around 50- 60% of the market. (although facing tough competition from HUL’s Bru because of it’s better distribution network and better pricing).