Simon Mowbray Nestlé is to back the relaunch of its flagging Nescafé Original instant coffee brand with a £10m marketing campaign. The massive support means total spending on the revamp could now top £30m. Most of that sum has already been spent on product research and development, including the brand's first new jar design for 20 years, as revealed exclusively in The Grocer last month. Now four humorous TV executions are to hit screens from October 15 with the strapline Getting more from the bean'. Ads are also planned for radio, print and 7,000 outdoor sites. Nestlé said the product overhaul and advertising push were needed to halt an ongoing sales slump for both Original and the instant coffee sector as a whole. Although Original outsells its nearest rival's top performer, Kraft's Kenco, by more than three jars to one, sales of the brand sunk by more than £10m in the last year alone to stand at just over £157m in the year to August [Information Resources]. Mintel research also shows coffee consumption by person fell by 17% in the 10 years to 1999, signalling a worrying trend for the sector. Simon Freedman, Nestlé's in-home coffee category manager, said: "We believe our strategy will grow sales for both Nescafé Original and the category as a whole. We particularly need to appeal to young people where there is falling penetration and believe the new creatives will achieve that." {{P&P }}

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