NESCAFÉ Taster's Choice Israel is launching a new label with a one-of-a-kind campaign.
Changing the design of a product label may sound like a simple task, but for a leading brand like NESCAFÉ Taster's Choice, which has kept the same label for the past 22 years, it is an important and critical step. The big question is how will the brand's fans react to a package with the familiar face of a man drinking coffee when they find out he is gone? And how does a brand tell them that the taste is still the same? NESCAFÉ Israel and Glickman Shamir Samsonov Publicis advertising agency have found a unique, never-before-seen way to convey the message.
For the first time in Israel, the old label will be affixed to the new one using a special technology with easily removable adhesive, giving consumers the pleasure of revealing the new label themselves. That way, each of them will immediately understand that the label has changed, but the product remains the same. The campaign will be supported by TV and digital ads, PR and point of sale at stores that appeal to consumers.