Campaign details
Agency: Openmind PhilippinesRegion: APAC
Strategy
Objective
To accelerate total sales and market share position for both variants in 2023 by driving relevance for strong, stimulating coffee:
Market Share position:
NESCAFÉ Original – improve shares within mainstream mixes from FY22 Baseline 8.6 to YTD P7 '23 Target 9.5 (+90bps)
NESCAFÉ Classic – improved shares from FY22 Baseline 8.6 to FY23 Target 9.0 (+40bps)
Growth targets:
NESCAFÉ Original – sustain back-to-back double-digit growth
NESCAFÉ Classic – reverse decline from 2022 and accelerate growth
To use the joint push of the two variants to improve imagery rating, specifically...