1. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Advertising Brief: Nescafe Blend 43
Background
Nescafe Blend 43 is a supermarket brand of coffee, designed to appeal to the non-sophisticated,
value conscious palate, who seek consistency of taste, consuming the product ‘in-home’.
Owned by Swiss food processing company Nestle (the world’s largest buyer of coffee, approximately
780,000 tonnes annually – 10% of global supply), Nescafe soluble coffee was created in the 1930s
following several years of research and development, at the request of the Brazilian government, in
response to the volatile impact of coffee exports due to the Depression, the need to develop an
improved method to process, package and distribute coffee in the US, based on Nestlé’s research
and expertise at developing powdered food products.
At the time instant coffee was not a new idea, having been invented by a chemist in Japan in 1901.
Despite various attempts, the original processing technique resulted in an instant coffee product
that was not popular with consumers – utilising a process whereby batches of high-strength
concentrated coffee was brewed and boiled dry in stainless steel vats, with the residue remaining at
the end of the process marketed as instant coffee. However, the heat involved in the boiling process
destroyed the aromatic and flavourful properties, and when reconstituted was pungent and bitter.
Nestle developed a new process for dehydrating the concentrated coffee which vastly improved the
quality. It entailed spraying a fine mist of the solution into a heated tower where the droplets
turned to powder almost instantly. They then added carbohydrates in the form of dextrose, dextrin
and maltose which helped preserve the flavour.
Nestle struggled to come up with a name for this new product which would inspire the public to buy
it, and decided to combine the word Nestle with the Italian word for coffee (cafe), in the hope that
the Italian reference would create an aura of romance and capture the imagination.
Nescafe was introduced to Australia in 1947, and was marketed as the “3-Second-Coffee”, and by
1952 accounted for 17% of Australia’s total coffee consumption.
Continuing to build on its strong relationships with global coffee producers, in August 2010 Nestle
announced the signing of “THE NESCAFE PLAN”, whereby it will invest half a billion dollars in
implemented sustainable farming techniques, sourcing and consumption in collaboration with the
Rainforest Alliance and Sustainable Agriculture Network, reducing the environmental impact of
coffee production and contributing to its long term sustainability.
Australians consume a total of 47,500 tonnes of coffee per year, with the instant coffee market
worth $460m annually (compared to the $99.5m pure coffee market). The raw coffee used in
instant coffee processing is now grown mainly in Vietnam, Papua New Guinea and Brazil. Instant
coffee accounts for 82% of the volume of coffee the average Australian consumes annually and
Nestle brands account for 74% of the market.
Nescafe Blend 43 is just one of over a dozen soluble Nescafe coffee varieties available for ‘in-home’
consumption from the supermarket in Australia, with a purported 4,600 cups of Nescafe coffee
consumed per second globally. Nestle has 26 Nescafe factories around the world including one at
Gympie in Queensland. In 2009, the Gympie factory commissioned a new boiler that uses 100% of
the discarded coffee grounds produced by the factory as a clean, renewable fuel source. There are
no chemicals used in the processing of soluble coffee. The beans are simply roasted and dried.
JADDAN BRUHN Page 1

2. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Nescafe is ranked number 27 on Interbrands 2010 Best Global Brands, continuing a gradual slide
down the list, and reflecting the growth in chain store coffee brands like Starbucks and the impact
they have had on consumer purchase and consumption behaviour. While Nestle has responded to
that category of the market with its Nespresso brand, there is the perception that Nestle’s strong
focus on Nespresso has detracted from its core Nescafe brand and Nescafe family of varieties.
On the supermarket shelf, Nescafe is facing fierce competition from the popularity and uptake of
supermarket house brands, able to compete on price, quality and distribution. According to
Nielsen’s annual report on Australia’s Top Brands, Nescafe Blend 43 was ranked number 12 in the
2002/03 reporting year. In the 2009/10 reporting year Nescafe Blend 43 was ranked number 27,
continuing a steady decline down the rankings during the in-between years (though in a new
category of reporting charting “Umbrella Brands” Nescafe ranked number 6, encompassing the
popularity of the number of different instant coffee varieties sold under the brand).
Nestle currently believes that Nescafe Blend 43 is uniquely placed to capitalise on renewed
consumer interest in heritage brands, with consumers in a post GFC world scaling back consumption,
monitoring their discretionary expenditure closely, being more cost and value conscious, increasing
propensity to entertain and to consume ‘in-home’, and whom are attracted to the comfort and
certainty of traditional household brands. And at only 2 calories per cup of Nescafe Blend 43
(without anything else added), it’s a guilt-free pleasure.
Marketing Objectives
Grow instant coffee market by 3%.
Increase market share by 5%.
Advertising Objectives
Increase perception of Nescafe Blend 43 as best quality and best value instant coffee in target
audience by 10%.
Increase perception in target audience that Nescafe Blend 43 is a beverage that may be consumed at
any time throughout the day by 15%.
Target Audience
Female grocery buyers, 25 – 40 married with children, employed and stay at home mothers in
greater suburban Sydney.
Brand History & Positioning
Nescafe has products positioned to satisfy the full spectrum of soluble coffee tastes, from Nescafe
“Green Blend” promoted for its high anti-oxidant levels, to Nescafe “Short Black”, sold in smaller jars
due to its denser, richer flavour and use of “100% Arabica Coffee Beans”, most recently tied together
as part of Nescafe’s “Get a Little Closer” campaign, encouraging consumers to slow down and share
coffee with friends and family, get a little closer, listen & share.
Nescafe Blend 43 is positioned as the standard quality, good value brand, for cost conscious
consumers that don’t have a specific taste for premium coffee blends.
Competitors
Supermarket House brands (You’ll Love Coles, Woolworth’s Select)
Bushells Classic Coffee
Moccona Classic Coffee
Competitor’s Advertising
All brands:
JADDAN BRUHN Page 2

3. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Supermarket in-store advertising & cross promotion, online via social media & branded websites.
Bushells: Sponsorship of “Driver Reviver” campaign with online, print & TVC.
Moccona: online, print & TVC
Current Media Strategy
TVC, Print, Outdoor, Online & Social Media as part of Nescafe’s “Get a Little Closer” campaign,
demonstrating one half of the equation required to “share”, encouraging the consumer to slow
down, and seek out the other half of the equation required to get a little closer to someone over a
coffee. The ads remind the consumer of the isolation inherent in a busy lifestyle & encourage them
to take a step back. The ads hit at moments when the sense of being alone may be more keenly felt,
motivating the consumer to do something about it.
Key Message / USP
Nescafe Blend 43 starts your day with less than 2 calories per cup.
Tone / Manner
Conservative, bright, empowering, informative.
Mandatories
Nestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar, website and social
media (facebook, twitter & youtube) contact detail.
Budget
$4,000,000
Timing
Jan – Mar 2011
JADDAN BRUHN Page 3

4. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
SWOT ANALYSIS – Nescafe Blend 43
STRENGTHS
• Strong & positive brand awareness
• Competitively priced
• Universal “staple” product
• Consumers demonstrate loyalty to preferred coffee brand
WEAKNESSES
• Flavour only appreciated by consumers with unsophisticated palate
• Consumers have found diffusion of Nescafe brand confusing
• Confusing recent promotion focuses relative worth of product on
moments it facilitates rather than on quality of flavour
OPPORTUNITIES
• Economic environment seeing consumers return to trusted brands
& brands they grew up with
• High ongoing maintenance cost of home coffee machines seeing
return in interest to instant coffee products
• Known anti-oxidant properties of coffee contributing to the debate
on relative health benefits between tea & coffee
• Coffee has inherent emotional/social connotations to having a
break / sharing a moment
THREATS
• Budget conscious consumers switch to supermarket house brands
• Instant coffee perceived as boring
• Ethical / Sustainable / Fair-trade expectations of consumers may
demand costly changes to production and processing techniques
• Global production and processing supply chain makes the product
sensitive to legislative, political and economic changes in a variety
of jurisdictions concurrently
• Fluctuations to coffee process as a commodity can lead to higher
supermarket shelf prices that may be difficult for consumers to
comprehend
JADDAN BRUHN Page 4

5. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Media Brief
Nescafe Blend 43
Media Objectives
The Media Plan is designed to reach the majority of the target audience with a frequency of
at least four times during the campaign period. Utilising the selected media the campaign
flight pattern is continuous with bursts of activity at key points during the campaign;
familiarising the target with the campaign message and inspiring a call to action as key
events during the campaign promotion approach.
Varying the media utilised and shaping the communication around the target’s media and
lifestyle habits, acting on the target’s creative instincts and interest in finding out more,
reducing wastage and acting to ensure the target is exposed to the campaign message
many times over the campaign period is best achieved through the media selected, avoiding
heavily pushing the campaign message in traditional media only, which may negatively
impact the target’s perception of the advertisement’s focus.
Geographic areas to be covered
The draw area is metropolitan Sydney. Target audience lives and conducts their life in the
greater suburban area of Sydney, with a specific focus on the areas of more notable
population density, and areas where there is a greater propensity for households with two or
more children, i.e. Western Sydney.
When do we talk to them
As a FMCG, this has a very short purchase cycle, and may be purchased as part of a weekly
grocery shop, provided it has made it onto “the list” prior to the weekly shop. The target
needs to be reminded several times leading into a purchase to encourage brand shifting, to
aide recall and help differentiate from competitor brands at the supermarket shelf.
Creative requirements
The product packaging and contents will need to be shown to visibly highlight the quality,
taste and aroma qualities and drivers that encourage consumers to partake in a coffee
experience. To invoke desire for the product and develop consumer interest, colour and
movement would be used.
JADDAN BRUHN Page 5

6. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Plan Budget
January to March 2011
Nescafe Blend 43
JAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL
2-8 9-15 16-22 23-29 30-5 6-12 13-19 20-26 27-5 6-12 13-19 20-26 27-31
Radio
2Day FM (mon-fri x 4
breakfast)
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0
6,000.0
0 $78,000
Magazine
Woman's Day - Full Page
Colour (NSW only) 307 x 230 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 $374,075
Aust Women's Weekly - Full
Page Colour (NSW only)
285x230 24,495 24,495 24,495 $73,485
Online
dailytelegraph.com.au
Leaderboard (728x90pixels) -
weekly 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 $146,250
Woman's Day eDM (weekly
newsletter) 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 $26,000
Sub Total $697,810
cost per
tarp TOTAL
Television
Sydney
Channel 7 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 2,500.00 2,250,000.00
Channel 9 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 2,000.00 1,200,000.00
Sub Total
$3,450,000.0
0
FINAL TOTAL
$4,147,810.0
0
JADDAN BRUHN Page 6

7. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Creative Brief
Client: Nescafe
Brand: Nescafe Blend 43
Date: 29/09/2010
Account Director: Jaddan Bruhn
Creative Team: Jaddan Bruhn
Role for Advertising
Grow overall instant coffee market by 3% and increase Nescafe Blend 43’s market share by 5%.
Increase perception of Nescafe Blend 43 as best quality and best value instant coffee beverage in target
audience by 10% whilst concurrently increasing the target audience’s perception that Nescafe Blend 43 is a
beverage that may be consumed at any time throughout the day by 15%.
Target Audience
Demographics – Females, 25-45, married with children, employed and stay at home mothers, residing in
greater suburban Sydney.
Psychographics – Conventional Family Life, grocery buyers, managing competing constraints of balancing
family budget, keeping up with mortgage payments, providing for needs of growing family, whilst making value
conscious choices to support family’s nutritional and lifestyle requirements. Weekend time is spent
entertaining at home, catching up with friends and family and on outdoor activities with the children.
Behaviour and usage – Nescafe is synonymous with coffee, and Nescafe Blend 43 has a consistent taste that
can be enjoyed by everyone throughout the day, from the morning wake-up coffee enjoyed before breakfast,
to the after dinner coffee shared with visiting family and friends.
Key consumer insight – I like the simple coffee taste of Nescafe Blend 43 & the easy 3 step process to prepare,
it takes me 2 minutes to make a coffee.
Key Thought or USP – Nescafe Blend 43 starts your day with less than 2 calories per cup.
Support
Nescafe invented the current popular process for instant coffee production. 4,600 cups of Nescafe are
consumed globally per second. Nescafe is the largest global purchaser of coffee.
Tone and Manner
Conservative, bright, empowering, informative.
Desired Mediums - TVC, Print (magazine), radio, online banner, electronic direct mail.
Budget - $4,000,000
Timing - Jan – Mar 2011
Mandatories
Nestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar, website and social media
(facebook, twitter & youtube) contact detail.
JADDAN BRUHN Page 7