" Nescafe Samalamig "

.. Nescafe did a good job of product diversification via its “NESCAFE SAMALAMiG”. Who would imagine drinking and enjoying Nescafe on season that there is the least demand on it? At times when the Philippines was on its hottest temperature recorded, they made coffee a drinking frenzy.
Coffee drinking is ideally enjoyed on cold seasons and rainy days. As early as June, when rain begins to pour and up until January. Coffee is supposed to warm your body temperature or somehow relieve you from the rain and cold weather.
“Nescafe Samalamig” campaign made a pervasive strong impact on the market. The idea of having a coffee on summer times where indeed it is scorching hot clicked. Ice-cold coffee was deliciously offered to the market. Nescafe – “Sagot sa Init” was a huge success. They cover almost all forms and types of advertising. They put their campaign on major newspapers like Philipppine Star. The campaign was posted also on blogspots like Manila life blogspot, mavic events blogspot, etc. You may even hear its jingle on AM and FM radio. On TV, it was promoted on ASAP XV, introduced in a segment by Toni Gonzaga and John Lloyd Cruz, with a song number from Nina, Rachelle Anne Go and Sheryn Regis. Marketing campaign was also saturated thru posters, banners, tarpaulin and buntings on major supermarkets, malls, transit ads, waiting sheds, convenience stores, retail stores and markets. They even tapped a music genre – Reggae, via one of its TV Infomercial. The TV commercial has various phases. It has a drama effect depicting an incoming clash between two different groups. One has a “bolo” on his hand and the other has nothing. Only to found out that it will be used to crash the ice and make the refreshing “black iced coffee” to the tune of “samalamig, samalamig”. Other infomercials are quick and easy ways on how to make and enjoy iced coffee treats like coffee with cream and sago / gulaman, coffee with iced tea, coffee with berries and more. One impressive aspect in the campaign is their website - http://www.nestle.com.ph/nescafe/samalamig/ . The website offers its followers an interactive venue wherein they can download Nescafe Samalamig’s cool summer treats like very berry coffee, Nescafe frost, yummy yema coffee, go go sago, chocoffee, coffee banana cooler and lots more. The iced coffee recipes are even ranked as to how the consumers like it. The site even highlighted Filipino ingenuity thru the vlog of Poreyn Gerry, a foreigner who claims to be Pinoy at heart. Each vlog ends at instructional recipes of Nescafe Iced treats. Another treat of the site is that it is linked to your favourite sites wherein followers can bookmark and share it to your E-mail, Digg, Facebook, Twitter, MySpace, Google, Delicious, and many more. Mind you, It is also printable. Moreso, the website boasts of its Essay Writing and Photo Contest wherein consumers may upload their picture taken while enjoying their Nescafe Samalamig. It must of course go with a short essay on why and how did they enjoyed their iced coffee treats.
I must really say that Nescafe Samalamig campaign is pervasively excellent. It covered almost all medium of advertising possible. The recall is indeed retainable. Its catchy, unique and executed brilliantly without sacrificing the brand’s core values..