Kraft Foods is aiming to boost sales of its Kenco Rappor coffee range to consumers in their 20s and 30s, with redesigned packaging and a £1.2m marketing spend. New TV and cinema ads and sampling activity in major commuter zones account for most of the budget, along with a mobile phone text messaging competition to win a VW Beetle. Trading controller Doug McGowan said that the new look ­ bright red, clear graphics and a metallic finish, along with a new aroma swirl' brand icon and the strapline Bursting with coffee taste' ­ would communicate directly with young people and help to keep the brand ahead in a struggling coffee market. "Winning the taste buds of young people is a real challenge with ever increasing competition from both soft drinks and energy drinks," he added. Meanwhile, Kraft has turned its attentions to another consumer group with the launch of Kenco Really Dark ­ an extra-strong instant coffee aimed at men. Available from Monday (March 18), rsp for the 100g jars will be £2.59. Trading controller Doug McGowan said: "We have discovered that men's needs are really not catered for in the instant coffee market." {{P&P }}

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