Nescafe releases ad-offensive upon Starbucks

Nescafe, the premium-java chain, will this Fall launch an ad-offensive to sell instant coffee in the market nationwide, challenging Starbucks’ Via with a considerably better price than their competition.

Nescafe has recently presented outdoor advertisements in Chicago and Seattle through McCann Erickson in order to compete with Starbucks’ test of Via in both cities. One Chicago subway car is decorated with the ads saying: “Starbucks makes great instant. We make great instant. So why does theirs cost 400% more?”.

Nescafe Taster’s Choice suggested as “the smart choice” in its last piece of the multipanel ad, including its style, copy and even typeface are significantly alike to Starbucks’ image.

Nescafe has started an online battle against Starbucks claiming “Good coffee is not expensive” as well as offering a budget calculator and free samples. It also borrowed from DDB Seattle’s “UnSnobby Coffee”, which promoted buyers to conduct a rebellion at Starbucks costs.

Pamela Kerebs, Nescafe spokeswoman, said via email, “”Given how much instant coffee has been in the news lately, we wanted our communications to remind people that with Nescafé they can enjoy a great-tasting, high-quality cup of coffee with a wide variety of blends and flavor options at the right price,” then “There are other competitors who charge much more for a similar-quality coffee, and we would like to encourage people to prove for themselves that there are smarter options from which to choose.”

“Attack ads” have become gradually normal under the economic downturn. This tendency appears to continue, as many advertisers desire to achieve increased sales out of them.

Nescafe's offensive ad against Starbucks

Source: http://adage.com/article?article_id=137161

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