Nestle rebranding to drive further growth

Graeme Toft

Graeme Toft, CEO of Nestle Korea, the Korean unit of the world’s most popular coffee brand, said on Wednesday the parent company has decided to integrate all of its existing Taster’s Choice instant coffee products under the Nescafe brand.

Following the rebranding, all flavors under the Taster’s Choice brand, including Supremo and Green Blend, will be renamed with the word Nescafe attached as a prefix. Taster’s Choice, which debuted in Korea in 1989, will be removed from the packaging.

By focusing on the universal Nescafe brand, which has a 75-year history, Nestle aims to bring a wide range of products to Korea tailored to local tastes in a bid to drive further growth.

“Taster’s Choice has long been favored by local consumers, especially with Supremo in the premium soluble coffee market. The brand transition is rather a strategic move to address ever-evolving consumer trends and demands,” said the CEO.

“With the rebranding, we hope to benefit all stakeholders including consumers, customers, employees and various partners.”

The company has also strengthened its promotions with marketing activities that engage consumers and allow them to interact with the brand, Nescafe said.

“We utilize online and offline channels to communicate with the consumers and position the Nescafe brand as a brand that brings people together, inspires people and accompanies their life journey by offering the right coffee at the right time, place and occasion,” Toft said.

The aggressive marketing has been warmly welcomed by consumers, resulting in 24,000 subscribers on its Facebook page, the company said.

“Through the rebranding, we expect to grow, and therefore, benefit all the stakeholders … as well as to satisfy consumers’ needs by offering quality coffee that suits their taste,” Toft said.

By Kim Jung-yoon [kjy@joongang.co.kr]