At present, the major brands are focusing on how to reunite and celebrate, how to bring better greetings, and how to better accompany. Nescafe throws itself at young people who want to go home but are afraid to go home, and launches "Love as a Reminder in the New Year" for the New Year**, which warms up the brand's care and turns love into a reminder, conveying the subtle but close Chinese family relationship, as well as the ubiquitous love and care in it. More understanding of young people and more able to express love, Nescafe's New Year marketing hit the hearts of Chinese youth.
On January 26, the 2024 Spring Festival kicked off, as the first normalized Spring Festival after economic recovery. In 40 days, it is estimated that 9 billion people will travel, which will hit a record high in China's Spring Festival travel history. In the high-speed bullet train carriages, the flights flying over the horizon, and the ferries riding the wind and waves, there are the warm expectations of the Chinese for reunion and the most genuine thoughts of every wanderer who has left home.
Nescafe Chinese New Year Advertisement; Nescafe.
As a partner of young people, Nescafe accompanies every young person who is struggling away from home, and the newly launched New Year advertising film focuses on the life situations that young people resonate with in every frame: WeChat messages that mothers keep reminding them to travel, daughters write reminders to their fathers to take in small pill boxes, and seven aunts and eight aunts urge marriage. The ubiquitous "reminder" is the most concrete love and connection in Chinese-style family relationships, and it is also the root of young people's homesickness.
Under the key words of Weibo about going home for the New Year, young people who are away from home and struggling do not hesitate to express their love and fear of returning home and hometown: what they are afraid of is that they are busy for a year but still have an unfulfilled career, they visit relatives and friends at the end of the year to mention marriage and childbirth, and the journey home is always bumpy and congested; What I love is also my parents' sentence "I have money but no money to go home for the New Year", which is the hot elbow dumplings on the dinner table, and the mahjong and melon seeds that gather to keep the New Year. In the new year, Nescafe, which focuses on "companionship", not only hopes to accompany the younger generation of Chinese youth, but also hopes to turn into a cup of strong love and accompany every Chinese family.
Sina Weibo home for the New Year; Sina Weibo.
Some people nag and tell that it is love, some people repeatedly remind that it is love, it is love to go home across thousands of miles, and it is also love to wait with anticipationNescafe's New Year advertisement at the end of this year speaks to everyone's heart, and those shy and open love are dissolved in the little reminders of life and the awakening of Nescafe every day.
Nescafe Chinese New Year Advertisement; Nescafe.
In the "Chinese Population Situation Report 2024", it is shown that under the background of the steady increase in the current urbanization rate, the scale of the separated population has expanded, more and more young people have become drifters in foreign lands and dreamers, and the population and talents are concentrated in urban agglomerations. At the same time, the trend of aging, declining birthrate, and unmarried population is also accelerating.
The new generation of young people are burdened with a more crowded upward path, greater pressure on marriage and childbirth, and less freedom of time and space, which constitute the motivation for them to run hard.
Excerpts from the Chinese Population Situation Report 2024; **Chinese Population Situation Report 2024
Nescafe's new insights in the new year, perceiving and understanding this pain point, and the product interpretation of "turning love into a reminder", longing for more young people and accompanying them to move forward, and using perceptible and concrete bits and pieces to convey the support of families and brands to young people.
Young people stride forward and become big trees as soon as possible to shelter their small families, while the family members behind them are more concerned about whether their children are warm and fed when they are away from home. The 60-second voice is the chatter of Mom and Dad; **Short** is the head of the words that are eager to communicate but don't know where to start; Tirelessly reminding not to eat cold and not to stay up late is the most meticulous care.
Nescafe Chinese New Year Advertisement; Nescafe.
One step forward is the world, one step back is family", wandering back and forth is a choice that young people after the Z generation are facing. This New Year's ** "New Year's Love into a Reminder" allows parents and children to quietly spread their love and care for each other in such a "two-way reminder", which is also intended to convey the brand's most sincere love for consumers: there will always be someone who wants you, and the love that turns into a reminder is around.
Nescafe's "New Year's Love as a Reminder" theme KV; Nescafe.
Nescafe has been deeply involved in China for more than 30 years, and continues to be active in the side of Chinese youth, conveying the brand's care and love for consumers with strong innovation.
Nescafe's New Year special "Love into a Reminder" launched at the end of the year conveys the emotional care for the new generation of young people, and hopes to turn it into a cup of warm and strong alcohol that can be put at hand in tens of millions of Chinese families, and it is Nescafe's new commitment in the New Year to bring love and strength with better products in the future and every reminder.
In the 2023 China Breakthrough Innovation List released by Nielsen IQ Bases, two Nescafe products: Absolute Deep Black (95% dark roasted instant coffee) and "Soul Burning" espresso drink won awards in the Breakthrough Innovation and New Product Fashion Category, respectively.
Nescafe Absolute Deep Black (left) and "Soul Burning" espresso (right); Nescafe.
Relying on its understanding and insight into the Chinese consumer market, Nescafe has continuously upgraded its coffee roasting and refining technology, continuously optimized the coffee drinking taste and flavor innovation, and explored more consumption scenarios and consumer emotional needs in addition to product functionality.
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