Nescafé Azera rebrand: New roasted ground coffee bags launched as part of US$10m campaign

25 Jul 2019 --- Premium coffee brand Nescafé Azera has launched its new UK “visual identity for 2019,” as part of an £8 million (US$10 million) holistic campaign, which is based around the concept of “stay curious” and encourages consumers to try something new. The rebrand is an attempt to make the brand stand out from “imitators” in the microground coffee segment, and will be seen both on and off the packs. The brand is also launching another line this summer, Nescafé Azera ground and roast coffee bags.

The new products will be available in “intense and smoky” Espresso Roast or “smooth and fruity” Americano Blend, and the company says that the bags will bring high-quality ground roast coffee into the mainstream. This is done by allowing customers to circumvent the hassle of using cafetières, Aero Presses and percolator gadgets. This launch represents a £1.5 million (US$1.9 million) investment in the Nescafé brand, which will also include a standalone television and digital campaign.The bags can be used for cold brew and are fully compostable.

“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,” says Nescafé Marketing Manager Vasileios Karalis. “All you need to do to enjoy fresh roast ground coffee is to pop the bag in your mug and add hot water. 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 bags are Rainforest Alliance certified and procured through the Nescafé Plan. They can be used as a cold brew and are also fully compostable. They will be available from Ocado and Tesco this month with an RRP of £2.99 (US$3.75), with other retailers to follow soon. 

Earlier this year, the company launched a nitrogen-infused coffee drink, Nescafé Azera Nitro. “In the year when we are celebrating the 80th Birthday of Nescafé, the launch of Nescafé Azera Nitro shows how our business is continually innovating and evolving with the times,” said UK and Ireland Managing Director, Nestlé Beverages Neil Stephens.

Edited by Katherine Durrell