Clients Nestle, Industry Restaurant and Food Service, Expertise Brand Communications
Challenge
Nestlé asked FITCH to create packaging for My First Cup, an entry level coffee blend, developed to grow the coffee category.
To counter the popularity of tea and attract young, first time coffee drinkers we had to challenge long established category norms.
Insight
Nestlé own two of India’s most popular instant coffee brands – Classic and Sunrise. Despite this, the coffee market is small due to India being a tea drinking nation.
Solution
Nestlé asked FITCH to create packaging for My First Cup, an entry level coffee blend, developed to grow the coffee category.
To counter the popularity of tea and attract young, first time coffee drinkers we had to challenge long established category norms.