Nescafé: Creating a coffee generation in a tea country

Nescafe, a coffee brand, targeted late Indian teenagers who were just entering college in an attempt to shift their beverage of choice from tea to coffee.

Summary

Nescafe, an iconic global brand, struggled in India as its penetration remained stagnant for decades.

Over the years, the brand had tried multiple arguments to get Indians to give up tea and switch to coffee.

Yet, Nescafe failed to change their beverage of choice because tea is woven into the fabric of India.

Therefore, Nescafe had to reinvent its strategy-

Instead of trying to convert habitual tea drinkers, it decided to focus on those who were not (yet) drinking tea: THE LATE TEENS.

They are graduating from school and just entering college –

a life-stage where parental influence starts...

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