Nescafé gift box renovation
Ritualized gift exchanges have been part of Chinese culture for centuries.
Chinese New Year and Mid-Autumn Festival are traditional pic seasons for gifting and common chinese gifts are tea, cigarette or alcohol. Although coffee is originally part of Western culture, Nescafé managed over the years to develop the demand for coffee, which successfully became a popular gift for Chinese consumers.
In order to increase sales and attract younger consumers, the development of innovative premium packaging and e-pack formats led to a complete rethinking of this segment.
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