My creative solution to designing a new product innovation and campaign to launch in store and through social media for Nescafe Azera, is based around a promotional Nescafe Azera container. I have created a new container which will be a promotional item for period of time whilst buying your normal Azera coffee. The container will be changed to a usable travel cup in the style of a ‘coffee shop coffee, takeaway cup.’ I have chosen this design due the brand promoting itself on the idea that Azera coffee is just like ‘barista coffee’, but in an instant and can be made in the comforts of your own home. I am extending those boundaries by allowing Azera coffee lovers to take their coffee with them anywhere they go; be it on the go to work, or on a mountain trek, all whilst promoting the brand of Azera coffee with their stylized travel cup. This then leads to the social media campaign. I have created with the promotional pack a competition which links together the product innovation. The competition is a chance for people to win £500 by taking pictures of themselves and their new travel cup in interesting and unique places, and posting their pictures online on to the social media network of Facebook. The photograph with the most ‘Likes’ will win the prize. This then encourages people to promote the site by posting online and liking the Azera Facebook page as well as asking their friends to go on to the page to ‘Like’ their photograph to help them win the prize. If that isn’t enough to encourage customers into buying the promotional pack, I have created a ‘mailer’ which would be posted out to coffee lovers through the post, in the promotional pack style and shape, containing a free sample of Azera coffee, and a 25% off voucher for the promotional pack. This will encourage people to take part in the competition, as well as publicizing the social media page.
|Front of container/travel mug |
(Banner on the bottom will peel off)
|Back of container/ travel mug|
(peel off ingredients label)
Contains free sample Addressed to coffee lover of that address.
Contains information of the competition and free 25% promotional discount voucher.
|Social Media campaign:|
Facebook page where people are able to post their photos to enter the competition.