Nescafé Azera, the premium coffee brand loved by urban millennials, has been rejuvenated with a fresh new visual identity for 2019. Azera’s new guise, which can be seen on pack and off, is being supported by a new £8 million TTL (through the line) campaign based around the idea of ‘stay curious’, encouraging viewers to embrace their curious side and try something new.
Since its phenomenally successful launch in 2012, Nescafé Azera has dominated the super-premium microground coffee segment, with coffee smart enthusiasts embracing the brands ‘be your own barista’ tagline. While imitation is the highest form of flattery, later entrants and private labels posed the potential to confuse consumers, prompting the Nescafé Azera team to make 2019 the year to rebrand. The new Nescafé Azera now stands out from its imitators with its sharp new identity seen across the range; from smooth and creamy Nescafé Azera Latte to the on trend ready to drink nitrogen infused Nescafé Azera Nitro Americano.
Nescafé Azera’s natural brand curiosity continues to lead to advances, this summer the brand welcomes a new innovation to its line-up, Nescafé Azera ground and roast coffee bags. Available as intense and smoky Espresso Roast or smooth and fruity Americano Blend, these coffee bags bring high quality ground roast coffee into the mainstream. Making great tasting coffee without any of hassle. No more expensive, time consuming and complicated cafetieres, Aero Presses and percolator gadgets, Nescafé Azera coffee bags remove the hassle out of making superior tasting coffee.
Nescafé Marketing Manager Vasileios Karalis said: “The biggest barrier to people enjoying high quality roast and ground coffee at home is all the mechanical hassle and mess that comes with it, but with coffee bags, we’ve removed the obstacle. All you need do to enjoy fresh roast ground coffee is to pop the bag in your mug and add hot water. It’s that simple. It’s not an exaggeration to say we see our coffee bags as game changing as the tea bag was when it was introduced. We are delighted to bring fresh roast and ground coffee to our trend setting younger urban consumers.” The launch of Nescafé Azera coffee bags in intense and smoky Espresso Roast and smooth and fruity Americano Blends represent a £1.5 million investment in the Nescafé brand, and which will also include a standalone television and digital campaign.
The Nescafé Azera coffee bag blend, which is Rainforest Alliance certified and procured through the Nescafé Plan, has also been specially formulated to work as a cold brew. Simply add water to the bag and leave chilled overnight to enjoy a smooth and full flavoured cold brew at home. Nescafé Azera coffee bags are fully compostable and can be added to the food waste bin or home composter.