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Nescafé Tries A Different Online Strategy To Reach Millennials

September 14, 2015: 12:00 AM EST
Though it is the leading brand of instant coffee in the U.K., Nescafé is trying to solve a major marketing problem by adjusting its mix of traditional and online ad media to better target Millennials, a group that doesn’t care much for instant coffee. According to Mintel, sales of instant coffee to young people dropped three percent in 2014 and will drop another eight percent by 2020. To slow the exodus, Nescafé is moving its online presence from a traditional Web site to Tumblr. It will continue to use its Twitter, Instagram and Facebook accounts, along with TV, outdoor, press and radio. “Tumblr has a higher organic reach among Millennials, which is why we decided to expand there,” a Nescafé exec said.
Steve Kaplan , "Nescafé goes after millennials as it becomes first global brand to move online presence to Tumblr", Steve Kaplan Marketing, September 14, 2015, © Marketing Week
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