It's not often that advertisers mention competitors by name in their ads, but Nescafe did just that. Nescafe defended its instant coffee market share from Starbucks' aggressiveness with ad messages highlighting Nescafe's flavor options and cost benefits. Both coffee companies used out of home advertising in Chicago, which gave bus riders and pedestrians something fun to read during commutes.
Starbucks is infamous for not using advertising, rather building much of its brand through the trendy and hip coffee house experience. But now Starbucks seems to be embracing advertising. What could be next?
As for Nescafe, although the company has been around forever, who has thought about it recently? And Nescafe starts by attacking Starbucks of all companies. I hope Nescafe keeps marketing, we need more coffee alternatives!
Starbucks is infamous for not using advertising, rather building much of its brand through the trendy and hip coffee house experience. But now Starbucks seems to be embracing advertising. What could be next?
As for Nescafe, although the company has been around forever, who has thought about it recently? And Nescafe starts by attacking Starbucks of all companies. I hope Nescafe keeps marketing, we need more coffee alternatives!
