Nescafé GOLD taps Terence Lau for premium white coffee blitz

Nescafé GOLD has tapped Hong Kong actor Terence Lau in its latest campaign, positioning its new white coffee as a premium product and setting a new standard for premium soluble coffee.

Available until 30 April in Hong Kong and Macau, the “NESCAFÉ GOLD white coffee” campaign is done in collaboration with creative agency Curious Few and media agency Publicis Media. 

The campaign aims to drive top-of-mind (TOM) awareness of the new NESCAFÉ GOLD white coffee and encourage trial. Simultaneously, the launch serves as a brand elevation, utilising high-quality Arabica coffee beans to reinforce the brand's premium positioning in the market.

The campaign primarily targets coffee enthusiasts aged between 30 and 40 who prioritise convenience without compromising on authentic, premium taste and superior quality.

According to Nescafé, Lau is selected as he is a top-tier movie actor and he embodies a high-end persona that seamlessly aligns with the brand elevation of the NESCAFÉ GOLD white coffee range. This combination of premium imagery and strong market resonance ensures both an elevated brand perception and a meaningful emotional connection with our target audience.

As part of the campaign, a video featuring Lau has been released. The video shows him interacting with premium Arabica coffee beans, capturing their rich essence, and combining them with milk in a golden ratio for a rich, smooth, and creamy taste. The campaign is promoted across platforms including TV commercial, digital and social media platforms and in-store activations.

While NESCAFE’s white coffee represents the largest segment within the soluble coffee market, with consumers increasingly seeking a high-quality "rich, smooth and light-roasted" white coffee profile. NESCAFÉ has identified a strategic opportunity to introduce a product with a more intense flavour to satisfy these specific taste profiles and drive category premiumisation.

The NESCAFÉ GOLD white coffee range features premium Arabica coffee beans, delivering a strong, intense taste that significantly uplifts the richness of the coffee experience. The collection seeks to offer both intense and unsweetened flavour, specifically engineered to meet evolving consumer preferences and establish a new standard for premium soluble coffee.

Don't miss: Nescafé taps SEVENTEEN's Mingyu to promote new collection in HK and Macau

Back in September last year, Nescafé appointed Korean boyband SEVENTEEN's Mingyu as the brand ambassador for its Café collection, covering the Hong Kong and Macau markets. This came after Nescafé had launched a collection called “Korean Café Collection” last year, inspired by Korean culture and made in Korea, including cold brew black and café latte. 

To celebrate the launch, Nescafé partnered with Mingyu as the official brand ambassador for Hong Kong and Macau. This collaboration was a perfect fit, as Mingyu is a well-known Americano enthusiast, according to the release.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Nescafé GOLD stirs cross-cultural harmony with dual-language CNY campaign
Nescafé Malaysia weaves PR storytelling and music in 'Kental bersama' campaign
Nescafé taps SEVENTEEN's Mingyu to promote new collection in HK and Macau