Nestlé announces ‘REDvolution’

Nestlé is unveiling a “global look and feel” for its popular Nescafé coffee products in the 180 nations where they’re sold.

According to the company, this is the first time in the brand’s 75-year history that every Nescafé product will share the same visual identity and the same new slogan, “It all starts with a Nescafé.”

The way coffee is consumed is changing, with coffee shop trends attracting a new, younger group of consumers, the company explained. The “REDvolution” is Nescafé’s response to this shift in behaviour.

The unified approach to packaging design, communication and digital strategy for Nescafé, will feature several key design elements developed with new, younger consumers in mind. These include the Nescafé red accent, taken from the modernised Nescafé brand mark, the iconic red Nescafé mug and a stylised graphic device, the “hub” (a top view of a mug of coffee).

To reflect coffee’s status as a uniquely social product, the “REDvolution” also includes digital and social innovations and services, such as the first social alarm clock providing a personalised wake-up call.

The “REDvolution” is described as the latest stage in the brand’s continuous renewal and renovation. It is being rolled out globally throughout 2014, Nestlé reported, and will cover more than 90% of sales by the end of the year.

The new look will be supported by new products and improved recipes, the company added. This month, Nescafé is launching Shakissmo in seven European markets. This is a chilled, milk-rich ready-to-drink coffee line supplied in specially designed cups that, when shaken, create a creamy froth.



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