Nestle Nescafe Global Campaign - Essay Example

Nescafe is an international company that employs the marketing strategy of “think globally, act locally”. As per reference to Keegan and Green, Nescafe coffee is well known internationally and is marketed as a global brand, even though the advertisement depicts social and cultural differences.

Its marketing is well known because of the symbol the company used globally which is the RED Coffee mug with the Nescafe logo on it. Nescafe has advertised in the native language for the particular target market of every country, as it was advertised globally. They used Spanish for the Argentina market, English for the US, and German language for advertising in Germany, although the rest of the ads had the same symbols and logo globally. The taglines were entirely different as they were to solely tell the story about the particular country as tagline or message for Argentina was “change the day, start within”, and the tagline for Germany was “give (offer) yourself a break”, whereas for US market they opted tagline as “make the smart choice” Nescafe followed the emotional appeal for Germany and Argentina, and Ad had rational appeal for the United States market.

For Argentina, they show what would be one life without having a Nescafe coffee to start his/her day dramatically with loads of vivid colors. For the German campaign, they drew the feeling of coolness, relaxation, and calmness, the basic idea was to let them know that after having Nescafe coffee they will be relaxed, this was a clean and clear Ad, they showed a female holding a steaming Nescafe coffee mug. The coffee is sprinkled with crushed cocoa beans or cinnamon with a brew down there. So it is not a busy Ad that will overpower the stimuli of the viewer, this simply uses the psychological effect and an emotional appeal that those hands are of a beautiful cool and calm mother who is relaxing after house chores or is back from the office.