NestlÃ© has appointed Unilever global marketer Simon Thong as brand strategy marketing manager for NescafÃ©, concentrating on the youth market.
Thong was Unilever’s global category marketing manager for laundry brands including Comfort, although he was not the most senior marketer in the division.
Thong will join the company later this year and will report to Magdalena Teare, NescafÃ© category and marketing director for the in-home sector. He will be responsible for aiming NescafÃ© at 16to 24-year-olds and will oversee the £3m sponsorship deal with US TV sitcom Friends.
Thong will also have a say in future marketing and advertising opportunities for the brand.
NestlÃ© says its “brand vision” for NescafÃ© is to see 16to 24-yearolds drinking one cup of the coffee every day.
At the moment, according to research by NestlÃ©, people in the 16to 24-year-old age group drink an average of eight cups of liquid a day. They consume 0.75 cups of NescafÃ© – three times more than Coca-Cola and Pepsi, of which they drink an average of 0.25 cups a day.
Teare says: “Thong will continue to build the NescafÃ© brand and to exploit growth opportunities in this category, such as our new self-heating, ‘Hot When You Want’ product.”