Making Thai People’s Mornings Start Better with the Launch of New and Improved NESCAFE RED CUP
Bangkok–1 June 2020 NESCAFE, Thailand’s number one coffee brand, is making Thai people’s mornings start better with new and improved NESCAFE Red Cup, now with Arabica Micronized Roasted Coffee (MRC) (“Pasom Kafe Kua Bod La-iad”) to make it more aromatic, smoother, and richer in taste. Available for the first time in Thailand, new and improved NESCAFE Red Cup is the new norm for a “Better Cup” of pure soluble coffee, with the smoother and richer taste of Arabica MRC and an aroma that delights the senses to make mornings more special.
New and improved NESCAFE Red Cup is being introduced through a launch campaign that includes a commercial featuring brand ambassador Sunny Suwanmethanont under the concept of a “Better Cup, Better Start.” There is also a collaboration with Boyd Kosiyabong, a leading composer and music producer, to create a new single called “Better Morning Start,” a remake of Boyd’s hit song “Perd.” The launch campaign will have a music video featuring Sunny, as well as five famous artists who will sing the new song together, including Chalatit (Ben) Tantiwut, the original singer of the song Perd, Saksit (Tor) Vejsupaporn, Nattapat (Puifaii AF) Wipatcorntragoon, Bordin (Pae) Chalearnraj, and Wut Wongsunsern, to inspire Thai people to keep going, rise above the challenge, and choose to start every single day better. The song begins with familiar lyrics that Thai people know from many years ago, with additional words of inspiration crafted by Boyd Kosiyabong for a better morning start for every Thai.
Mr. Victor Seah, Chairman and Chief Executive Officer of Nestle Indochina, said, “For over 40 years, NESCAFE has been an important part of Thai people’s lives. Three generations of Thai consumers have grown up with NESCAFE. It’s in people’s homes, at the office, and in shops throughout Thailand. Every minute, over 20,000 cups of NESCAFE are consumed in Thailand, which works out to about 350 cups every second.”
“As market leader, NESCAFE Red Cup continues to delight coffee lovers by constantly revitalizing the coffee experience for the better. Three years ago, we introduced MRC to enhance the overall coffee experience and take it to the next level. This year, we are making NESCAFE Red Cup even better with the addition of Arabica MRC. This is the first NESCAFE Red Cup product innovation to have Arabica MRC, which makes it smoother and more aromatic with a richer flavor. I am sure that it will delight Thai consumers and help their mornings start better. This is our way of saying ‘thank you’ to all coffee lovers who have been delighted with NESCAFE Red Cup for all these years. The launch also reinforces NESCAFE’s brand promise of ‘Nurturing Stronger Bonds’ among Thai people by sharing the great taste and aroma of coffee and encouraging them to move forward in their daily lives,” he added.
Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., said, “More and more Thai people enjoy personalizing and drinking coffee at home or in the office to kick start their mornings. This is why we are introducing new and improved NESCAFE Red Cup with Arabica MRC, Nestle’s proprietary technology, which makes our coffee smoother and more aromatic. It’s produced at the Quality Coffee Products factory located in Chachoengsao, one of the country’s most advanced coffee factories which has received Thai FDA Quality Awards for six consecutive years in recognition of its high-quality coffee production. It’s also certified with the Healthier Choice logo.”
“The launch of new and improved NESCAFE Red Cup is taking the in-home coffee experience to a new level with a better cup and better morning start, at the same price. This is part of our effort to delight every coffee lover and give you better value with each cup of coffee. We are confident we will continue to inspire and delight all coffee lovers out there and make their mornings better with new and improved NESCAFE Red Cup, now with Arabica MRC. We will continue on our journey of ensuring we delight every coffee lover’s morning by offering a better cup experience with NESCAFE Red Cup for many years to come,” added Jojo.
To encourage Thai consumers to have a better morning, NESCAFE Red Cup has launched the “Better Cup, Better Start” marketing campaign with integrated activities including a TV commercial entitled “Better Morning Start”, which is now airing on leading TV and digital media channels, as well as digital communications on platforms such as Facebook, YouTube, Instagram, and the Google display network. NESCAFE is also handing out more than 400,000 dry samples to consumers nationwide.
NESCAFE Red Cup collaborated again with famous Thai composer Boyd Kosiyapong to release an exclusive single called “Better Morning Start,” a remake of Boyd’s hit song from more than 10 years ago called “Perd,”, which was also used in a NESCAFE Red Cup campaign back then. This new single features Wut Wongsunsern, an artist and music director, along with new and inspiring lyrics plus a new sound mix to motivate Thai people to make their mornings start better, which also reflects the concept of new and improved NESCAFE Red Cup. The new single has been released on popular music streaming platforms Joox, Spotify, and Apple Music for Thai people to enjoy. NESCAFE also collaborated with famous artists including Chalatit (Ben) Tantiwut, Saksit (Tor) Vejsupaporn, Nattapat (Puifaii AF) Wipatcorntragoon, Bordin (Pae) Chalearnraj, and Wut Wongsunsern to sing in the official music video for this song, which is being released on NESCAFE’s official YouTube channel on June 15, 2020.
Coffee drinkers can enjoy new and improved NESCAFE Red Cup with Arabica MRC in two variants, which are Original and Espresso Roast. Both are available in different sizes to suit your needs and preferences from two gram sticks and a 45 gram pouch to the biggest size and best value 380 gram box for the coffee lovers out there. The popular NESCAFE Red Cup 45 gram size is priced at 30 baht and gives you 22 cups of coffee. It’s widely available in convenience stores and leading supermarkets and hypermarkets nationwide.
