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Nestlé Canada restages coffee for incremental growth

Nestlé Canada wanted to grow the marketing potential for its roast and ground coffees in the foodservice industry, but it realized the channel is diverse and that it needed to rethink its branding strategy.

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It began by taking its foodservice coffees out from under its Good Cup brand umbrella. Good Cup had been competing in a category that includes micro-roasters, distributors' private-label brands, and national brands, as well as resellers---from neighborhood cafes to international air carriers to upscale restaurants.

Next, Nestlé Canada, working with package design agency Anthem Worldwide, restaged its foodservice product offerings in the Canadian market by creating a new identity under two brands, each with its own distinctive packaging.

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