THE COMMUNICATION
coffee brands use different ways of communication to reach their consumers. The communication is generally focus on the special experience offer to the consumers by the brand through the quality of their products.
Adverts are generally based on the special moment that represent a cup of coffee such as a moment of conviviality, an unique experience or the advantages of coffee (help people to wake up in the morning and start the day in good conditions).
For instance, the brand Maxwell House was introduce in France in 1969 and decide to push their communication around the quality of the product with the famous slogan : « Maxwell House, Good to the last drop ». In their commercial the brand highlight the unique moment that represent a cup of coffe and the quality of their product. More recently, a new campaign explain how the company reduced their packaging to be more sustainable. Brand have to adapt their campaign to suit the evolution of the way of thinking in the country (sustainable product become more and more important).
The illy Brand also communicate about the high quality of their product but in a different way. Indeed the brand associate its coffee to art. Indeed, the brand have a lot of patners in the art industry and a section « ART » was created on the illy website. The objective is to highlight the research of the perfection in their coffee and the fact that their coffee is totally unique (The brand is partner with the Expo 2015 in Milano). The brand is also really focus on the Italian tradition to highlight the quality.
The brand Nescafé use a different strategy to commnicate. This can be explain by the fact that the brand is more focus on the instant coffee than others we analyzed before. Their communication campaign are more about the wide range of products, the advantages of the coffee (for instance with the Nescafé Wake up application) and the possibility to have a coffee easy to make (instant coffee).
The impact of the marketing in the coffee market is really important because the products/services propose by the brands are often quiet similar and the decision making process of buying a certain brand by costumers will be done by the image of the brand. Coffee market will continue to grow up and evolve. The brands will keep innovating and come up with new experiences for consumers and new products to attract people. One of the most important example of good strategic brand management is Nespresso and the way the brand transform an usual product which is coffe into a luxury product which became an art of living.