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Second Annual NESCAFE Day Campaign Unites Thais to Nurture Stronger Bonds with Heroes with a Great Cup of NESCAFE on International Coffee Day

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Bangkok--17 Sep--ABM Connect
Second Annual NESCAFÉ Day Campaign Unites Thais to Nurture Stronger Bonds with Unsung and Everyday Heroes with a Great Cup of NESCAFÉ on International Coffee Day
Campaign Includes NESCAFÉ Bonding Sets for 400 units of Border Patrol Police, Midnight Coffee Sampling for Night Workers, and Many Other Special Activities

NESCAFÉ, led by Mr. Suphavat Khamijoun (left), Business Development Manager – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., today kicked off its second annual NESCAFÉ Day campaign that brings the NESCAFÉ brand promise of "Nurturing Stronger Bonds" to life by kicking off a road show at United Center. The road show, which will visit seven locations in Bangkok, encourages Thai people to hand-write heart-to-heart messages to members of 400 units of the Border Patrol Police on NESCAFÉ Red Mugs that will be included in NESCAFÉ Bonding Sets. Thai stars Marie Broenner (middle) and Napat (Gun) Injaieauh (right) also joined the kick-off activity for the road show.

Building on the tremendous success of last year's first-ever NESCAFÉ Day celebration on International Coffee Day on October 1, NESCAFÉ, Thailand's number one coffee brand, today kicked off its second annual NESCAFÉ Day campaign. The campaign, with an investment of 15 million baht, brings the NESCAFÉ brand promise of "Nurturing Stronger Bonds" to life by encouraging Thai people to hand-write heart-to-heart messages to members of 400 units of the Border Patrol Police on NESCAFÉ Red Mugs that will be included in NESCAFÉ Bonding Sets. By distributing these NESCAFÉ Bonding Sets to Border Patrol Police nationwide, NESCAFÉ will be the first coffee brand to bond with these unsung heroes who put their lives on the line working odd hours of the day and night in high-risk, remote areas to protect the country, along with other responsibilities such as teaching and providing health care in communities near the border.

The NESCAFÉ Day campaign will also celebrate everyday heroes who work overnight so residents of Thailand's urban areas can live better by organizing the first-ever midnight coffee sampling. Over 50,000 cups of NESCAFÉ will be offered to everyday heroes throughout Bangkok and in key cities including Chiang Mai, Nakhon Ratchasima, Surat Thani, and Hatyai to nurture stronger bonds with them. These everyday heroes include rescue teams, street cleaners, and refuse collectors. The sampling starts at midnight on September 30 and runs through the early hours of October 1, which is International Coffee Day.

The NESCAFÉ Bonding Sets will provide a year's supply of NESCAFÉ products including NESCAFÉ BLEND & BREW, NESCAFÉ RED CUP, NESCAFÉ RTD, and NESCAFÉ GOLD, to Border Patrol Police stationed in remote areas throughout Thailand. Bangkok residents can write a personal message to the Border Patrol Police on a NESCAFÉ RED Mug at the NESCAFÉ Nurturing Stronger Bonds Roadshow that will visit seven locations in the Bangkok area starting from today until the end of September.

For Bangkokians, the NESCAFÉ Day campaign features a limited-time "Caring Cappuccino" menu item at three NESCAFÉ Hub locations including BTS Chidlom, BTS National Stadium, and BTS Ekkamai starting from 18 September to help raise funds for "Junior Coffee Farmer" scholarships for the children of Thai coffee farmers, the everyday heroes who work hard to ensure a steady supply of quality coffee for Thai consumers. All proceeds from the sales of Caring Cappuccino will be donated without deducting expenses to the scholarship program, now in its second year as part of NESCAFÉ's Grown Respectfully initiative.

Mr. Victor Seah, Chairman and Chief Executive Officer, Nestle Indochina, said, "We want to bring Thai people closer by encouraging them to write heartfelt messages of care and thanks to the brave men and women of the Border Patrol Police. The NESCAFÉ Bonding Set is a very personal way to thank them with a year's supply of NESCAFÉ products, so they can have a great start to every day of selfless dedication protecting the people of Thailand. We hope that everybody in Thailand also celebrates NESCAFÉ Day on October 1 by sharing the great taste and irresistible aroma of NESCAFÉ with their own unsung heroes. Nurturing stronger bonds all starts with a NESCAFÉ."

Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., said, "This is the second year we are celebrating NESCAFÉ Day in Thailand, so we also want to reach out to the everyday heroes who work late at night in Bangkok and other major cities to keep them clean, safe, and ready for residents the next day. We will actually go around starting at midnight on NESCAFÉ Day, which is what we call International Coffee Day, to thank these everyday heroes directly by giving them NESCAFÉ products. This reflects NESCAFÉ's brand aspiration of nurturing stronger bonds among Thai people nationwide and in the local communities where we live. We encourage everyone to take the time to share a great cup of NESCAFÉ together with their own unsung heroes, no matter who and where they are."

The NESCAFÉ Day campaign features a three-minute digital video entitled "Unconditional Bond" that will be on social media starting on September 17. It tells the story of unsung heroes that many Thais have forgotten. Few realize that, while the Border Patrol Police's main mission is to secure Thailand's frontier, they also support educational activities and provide health care for people living near the border. Working at any time in every kind of weather, Border Patrol Police appreciate simple joys such as a warm cup of coffee, whether in the morning or late at night before starting their daily patrols. In remote areas without electricity, when wet weather makes it impossible to build a fire, they even make do by pouring instant coffee powder directly into their mouths. This is why NESCAFÉ sees the value of the Border Patrol Police and is recognizing its hard-working members for this year's NESCAFÉ Day celebration.

NESCAFÉ is collaborating with Lazada, the leading e-commerce platform, on its first from-heart-to-heart Online-to-Offline (O2O) campaign that synergizes both NESCAFÉ and Lazada's passion to connect people regardless of distance. Lazada will use their logistics expertise to deliver the NESCAFÉ Bonding Sets to Border Patrol Police in remote areas nationwide. Lazada will also facilitate the distribution of over 100,000 NESCAFÉ free dry sampling packs offered to Thai consumers nationwide starting from October onwards.

Shoppers can look forward to special online deals at the NESCAFÉ flagship store on Lazada and enjoy activities at the Siam Square One offline event during NESCAFÉ Day on October 1. Lazada will also be NESCAFÉ's exclusive live partner streaming the NESCAFÉ Day event at Siam Square One on their platform. Shop for NESCAFÉ on Lazada at: https://www.lazada.co.th/shop/nescafe-official-store/

Thai consumers interested in writing personal messages to members of the Border Patrol Police on NESCAFÉ RED Mugs can visit the campaign roadshow at the following locations
  • Monday, September 16, 2019: United Center Building
  • Tuesday, September 17, 2019: Chamchuri Square
  • Monday, September 23, 2019: Sindhorn Building
  • Tuesday, September 24, 2019: ItalThai Building
  • Saturday, September 28, 2019: Union Mall
  • Sunday, September 29, 2019: MRT Wat Mangkon

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