Editor’s Note
Nestlé Japan has launched a new nationwide TV campaign for its Nescafé Excella instant coffee, featuring actress Yukino Kishii. The commercial highlights the product’s quick dissolution in cold milk.
Nestlé Japan Ltd. (Headquarters: Kobe City, Hyogo Prefecture; Representative Director, President & CEO: Tatsuhiko Fukaya; hereinafter “Nestlé Japan”) will begin nationwide broadcast of a new TV commercial for “Nescafé Excella Refreshingly Uplifting” titled “Dissolves Instantly in Cold Milk,” featuring actress Yukino Kishii, starting Wednesday, May 22.
The “Nescafé Excella Refreshingly Uplifting” product, developed by Nestlé Japan, utilizes “Micro-Agglomeration Technology” to dissolve instantly in cold milk without diluting it, allowing users to enjoy an authentic iced latte. It was developed through extensive trial and error to achieve instant dissolution the moment the coffee powder is added to milk.
The product is made from 100% carefully selected coffee beans. It employs a unique “Meticulous Roasting” process where beans are separated by blend, each roasted at its optimal temperature and time with great care, and then blended again. This allows for a convenient way to enjoy the aroma of freshly ground coffee and the coffee’s inherent sweet, fragrant taste with a clean, refreshing aftertaste without any unpleasant flavors, even on a busy morning. It also makes it easy to create an iced latte to one’s preferred taste, recommended for those who wish to spend “time feeling refreshed and uplifted, true to oneself.”
The product aims to support those who strive to stay energetic and make each day bright and fulfilling, even during humid summer days, by delivering an easy, authentic iced latte that makes one feel ‘refreshingly uplifted’ to their daily lives.
The new version of the commercial features actress Yukino Kishii. It depicts Kishii returning to her sunlit summer home, making an iced café latte with “Nescafé Excella Refreshingly Uplifting,” getting excited as the powder dissolves instantly in the cold milk just taken from the refrigerator, and then enjoying the iced latte, feeling uplifted. A highlight is the scene where Kishii expresses, “It lightly colors my summer self.”
Overview:
– Starring: Yukino Kishii
– Broadcast Start Date: Wednesday, May 22, 2024
– Broadcast Area: Nationwide
The video will also be available on the following site from Thursday, May 16, 2024.
– “Dissolves Instantly in Cold Milk” version (15 seconds): https://youtu.be/Bx_2feerXx8
– “Nescafé” Official Website: https://nestle.jp/home/brands/nescafe
— Please share your thoughts after drinking the iced café latte made with “Nescafé Excella Refreshingly Uplifting” that dissolves instantly in milk.
— Please tell us in what summer scenes you would like to drink it.
— Relating to the feature ‘dissolves instantly,’ please tell us about a scene or worldview where you’d like to ‘blend in instantly.’
— Relating to the feature ‘refreshingly uplifting,’ please share a private moment that is uniquely your own when you feel uplifted.
— A message for the viewers who will watch the new commercial.
Nestlé has announced its commitment to sustainability for a future where everyone can continue to enjoy delicious coffee under the new concept “Make your world” for its global coffee brand “Nescafé” since 2023. Through “Nescafé,” the company aims to support not only the enjoyment of coffee’s taste and aroma but also discovering what one likes and exploring “one’s own world” more deeply, proposing various products and solutions. In Japan, since the fall of 2023, based on the brand message “That coffee makes you a little bit of a hero,” the company has been featuring actors Takumi Kitamura and Yukino Kishii to communicate that the small action of “drinking a cup of ‘Nescafé'” connects to a sustainable future.
About “Nescafé Excella Refreshingly Uplifting”:
“Nescafé Excella” Brand Information | Nescafé Official Site (nestle.jp)
How Choosing “Nescafé” Leads to a Sustainable Future:
In line with the Japanese rollout of “Nescafé’s” new concept “Make your world,” which communicates that sustainability is at the heart of the brand, Nestlé Japan began new brand communication for “Nescafé” in the fall of 2023. “Make your world” is Nestlé’s declaration of its commitment to sustainability through the global coffee brand “Nescafé” for a future where everyone can continue to enjoy delicious coffee. It conveys that continuing to deliver delicious coffee focused on aroma and taste, and choosing a cup made from coffee beans produced with consideration for producers and the environment when selecting coffee, can be an opportunity to “change yourself and the world around you.”
What are Responsibly Sourced Coffee Beans?
These refer to coffee beans produced with consideration for producers and the environment, where the farming group or cooperative involved in cultivation can be identified, and which meet Nestlé’s own responsible sourcing standards as verified or certified by an independent third party. Independent third parties such as 4C Services GmbH, which operates the largest certification system for sustainable coffee cultivation and processing “4C certification,” and the Rainforest Alliance station auditors locally to assess on-the-ground practices against Nestlé’s own standards, covering social, environmental, economic, and safety/hygiene conditions on farms. This allows Nestlé to check farming practices through certification/verification programs and know the origin and cultivation methods of the coffee.