Nescafe to raise appeal among young Japanese consumers

Nestle is looking to broaden its appeal among young female coffee drinkers in Japan with the launch of an ecologically-themed campaign. The ‘Kira Kira’ (‘Glittering’) promotion for Nescafé instant coffee, developed alongside McCann Erickson Japan, centres on a competition to win an individually designed eco-bag and eco-storage pot. Consumers are encouraged to collect points through Nestlé product purchases in order to apply for one of 50,000 sets, comprising 50 decorative themes.According to a statement from McCann Erickson, the campaign aims to rejuvenate Nescafé’s brand image among young consumers, while attracting new buyers and increasing sales during the promotional period.The initiative will be supported by TV, print, online, mobile and in-store components featuring popular models Yukari Obata and Akemi as spokespeople. The TV spot is to be aired exclusively on Fuji TV, with print work running in selected women’s magazines, newspapers and free papers. Further details are available at a designated site, ‘Kirakore’, linked to Nescafé’s Japan website.According to the agency, ‘glittering’ and ‘eco’ are words that resonate with Japanese women, while eco-bags represent a growing trend in the market. The campaign is set to run until May.