Consumer product marketing isn’t my thing, so don’t expect any great insights here, but I thought I’d post a quick note about a campaign I saw this morning on the streets of D.C. <\/p>\n
Nescafe is firing back at Starbucks’ new instant coffee<\/a>. Reps were handing out samples outside the metro this morning. <\/p>\n The package says “Nescafe, the smart choice” on one side. On the other are two opposing cups of coffee. One says “a lot of hype” on a mocked-up Starbucks cup; the other says “a lot of flavor” on a Nescafe cup. It looks somewhat like this web page.<\/a> <\/p>\n The bottom of the package says “taste for yourself” and inside is a collection of various Nescafe versions of instant coffee. <\/p>\n I’ve tried them both (Starbucks and Nescafe), and I think they’re both good. The Starbucks version has that characteristic burnt, strong flavor, and the Nescafe version is milder. <\/p>\n All other things (like price) being equal, I’d pick one or the other based on what grabbed my fancy at the time. Sometimes I like that burnt, strong Starbucks flavor and sometimes I don’t. <\/p>\n Nescafe seems to be capitalizing on the down economy. <\/p>\n “Why pay extra for hype?” And that seems like smart marketing to me. <\/p>\n","protected":false},"excerpt":{"rendered":" Consumer product marketing isn’t my thing, so don’t expect any great insights here, but I thought I’d post a quick note about a campaign I saw this morning on the streets of D.C. Nescafe is firing back at Starbucks’ new instant coffee. Reps were handing out samples outside the metro this morning. The package says …<\/p>\n
\n“Get a lot of flavor for less.”
\n“It’s the smart choice.” <\/p>\n