NESCAFE Invests 800 Million Baht in Music Marketing to Launch New BLEND & BREW RICH AROMA

Bangkok, 6 March 2026: NESCAFE, Thailand's No. 1 coffee brand, reinforces its market leadership with an 800-million-baht investment to launch the new NESCAFE BLEND & BREW RICH AROMA, its best-ever recipe under the 'More Coffee, More Milk' concept. The launch marks NESCAFE's biggest music marketing campaign in a decade, featuring two superstars including Nadech Kugimiya and BamBam - Kunpimook Bhuwakul, as the new duo brand ambassadors who join forces for the first time to release an exclusive campaign single 'Ready For MORE.' Fans can now listen to a sneak peek of the single at the link: https://www.instagram.com/reel/DVf7VH5kZKd/?igsh=MWxkNnV4am9obG55dA==

The duo brand ambassadors will team up to create a delightful experience for coffee lovers at the "NESCAFE BLEND & BREW Make This Moment MORE" event, the first-ever event transforming the iconic Rajadamnern Stadium in Bangkok into a spectacular, immersive 360-degree coffee experience. The event will take place on 15 March 2026, with a livestream broadcast nationwide via Channel 3 Online on YouTube.

NESCAFE Holds the No. 1 Coffee Brand Position with All-time Record Market Share

The coffee mixes market segment represents the heart of the instant coffee market in Thailand, where Thai coffee lovers have long shared a deep bond with NESCAFE. NESCAFE BLEND & BREW achieved a significant milestone by reaching its all-time highest market share in January 2026, cementing its position as the country's best-selling coffee brand that is highly admired by Thai consumers. Building on this momentum, NESCAFE is entering 2026 with a commitment to elevate its products, brand presence, and consumer experience to drive sustainable growth.

A New Recipe Born from Consumer Insight

Mr. Thanatorn Punpanishgul, Mainstream Mixes Business Manager, Nestle (Thai) Co., Ltd. said: "As Thailand's No. 1 coffee brand, we are committed to delivering superior quality coffee and greater value to our consumers at the same affordable price. In 2026, we are moving forward with a major recipe revamp of 'NESCAFE BLEND & BREW', our flagship product, by adding more coffee and more milk in 'NESCAFE BLEND & BREW RICH AROMA', Thailand's No. 1 best-selling coffee product, at the same price, giving more value back to our consumers. And just as our product gets better, so must our campaign. This year, we are investing 800 million baht to power the biggest music marketing campaign in a decade, driving the excitement in Thailand's coffee market."

Consumer Insights Drive the NESCAFE BLEND & BREW Recipe Revamp with More Coffee, More Milk at the Same Price

A 2025 consumer research by Ipsos reveals that Thai coffee drinkers are increasingly driven by 'Pleasure' at 41%, surpassing those who drink coffee for 'Stimulation' at 36%. With the current economic situation, consumers are seeking greater value for their money from every purchase.

NESCAFE has responded to these needs with the biggest recipe reformulation in five years for 'NESCAFE BLEND & BREW RICH AROMA,' Thailand's No. 1 best-selling coffee product. The new best-ever recipe features 'more coffee, more milk' to deliver richer and fuller taste.

According to a 2025 product test by Ipsos, consumers prefer the new 'NESCAFE BLEND & BREW RICH AROMA' recipe over the previous recipe as it delivers better taste with a richer, more aromatic and well-rounded flavor from the perfect blend of two coffee beans with more coffee and more milk while offering greater value. This new recipe launch reflects NESCAFE's commitment to delivering the best quality to consumers in every stick.

A New Era of NESCAFE Led by Nadech and BamBam as Duo Brand Ambassadors to Expand the New Gen Consumer Base

Beyond product innovation, brand communication is equally important. NESCAFE has launched the full-scale "More, So You Can Go All Out" marketing campaign based on a music marketing strategy. The campaign, focusing on music as the core communication, will connect deeply with Thais while building emotional engagement powerfully. The campaign also extends to KOL and Trendsetter contents to broaden awareness and effective brand recall.

The new duo brand ambassadors, Nadech Kugimiya and BamBam - Kunpimook Bhuwakul reflect NESCAFE's brand image of being trustworthy, accessible, and modern. This collaboration aims to connect with a new generation of coffee drinkers while continuing to nurture NESCAFE's loyal, long-standing consumer base. BamBam composed and produced a new single entitled 'Ready For MORE' recording the track as a duet with Nadech exclusively for this campaign. A sneak peek is available at: https://www.instagram.com/reel/DVf7VH5kZKd/?igsh=MWxkNnV4am9obG55dA==. The collaboration between Nadech and BamBam generated an overwhelming response, driving #NESCAFExNadechBambam to be the No. 1 trending topic on X (Twitter) in less than one hour after the teaser's release.

The Major Launch Event: 'NESCAFE BLEND & BREW Make This Moment MORE'

Coffee drinkers, get ready for the biggest event of the year. The 'NESCAFE BLEND & BREW Make This Moment MORE' event will take place at Rajadamnern Stadium in Bangkok on Sunday, 15 March 2026. Experience the first-ever transformation of one of Thailand's iconic boxing venues into the official launch stage for the new NESCAFE BLEND & BREW recipe with 'More Coffee, More Milk.'

The event promises a spectacular 360-degree immersive coffee experience featuring full production lighting, sound, and a live performance of 'Ready For MORE' by the duo brand ambassadors. The event will be livestreamed via Channel 3 Online on YouTube, bringing the unique experience to consumers nationwide.

NESCAFE is backing the launch with a 360-degree communications campaign that includes out-of-home advertising and a 'Sing & Win a Coffee Stick' activity at mobile karaoke booths, along with a product sampling program that will distribute over five million cups to coffee lovers nationwide, so they can taste the new recipe for themselves.

Try the new NESCAFE BLEND & BREW with More Coffee, More Milk at the same price, now available at leading retailers nationwide.

Buy new NESCAFE BLEND & BREW at:Shopee: https://bit.ly/3TeFBJaLazada: https://s.lazada.co.th/a.mSNTikTok: https://vt.tiktok.com/ZS6QTxexd/

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