Introducing Nescafé Azera Revolution; instant coffee with a twist!
Concept:
We aimed to provide a truly new way to enjoy instant coffee, creating a product innovation that would engage the consumer and provide a fresh experience that challenges conventional coffee delivery methods.
Azera Revolution uses an alteration to product packaging that allows consumers to dispense an exact shot of coffee with a twist of the box. We aim for this action to become synonymous with modern coffee drinking. The twist evokes the grinding of beans and the produces the exact measurements of a coffee shop, giving consumers confidence in the quality of the product.
It is an extremely quick and efficient way to serve multiple cups of coffee, and to produce a consistent, rich coffee experience every time.
Shelf Arrangement:
The tops of each Azera container would be coloured blue, allowing for different stacking patterns. This will catch the customers attention in the aisle. The patterns could change over time and would be naturally altered as customers pick them up.
The mechanism is constructed from food-safe cardboard using gravity to refill. Coffee granules filter through the open quadrant and fall through the main chamber, ensuring that each shot is refilled before it is dispensed. The box is twisted by hand, rotating the main chamber to line up with the bottom opening and release the next shot.
Each twist would dispense exactly one shot which would be the equivalent to one standard Nescafé Azera serving.
Revolving Doors - Ambient Advertising strategy
As part of a nationwide supermarket campaign, revolving door entrances would be decorated as the mechanism of Azera Revolution. The exterior would be dressed to look like the Revolution box. Revolving doors would be fitted with a ground coffee decal, forcing customers to engage with the product before they enter the store.
