Following global realignment of Nescafe business from its long standing partner McCann Worldwide to Publicis Worldwide, Nestle India has decided to shift creative duties for Nescafe Sunrise account from McCann Erickson to Publicis India. Globally, the account shift happened in September last year, at time of which no impact was observed in India.
Responding to a query by exchange4media, Himanshu Manglik, Spokesperson, Nestle India said, “The global advertising realignment announced earlier had indicated the intention to align the coffee business with Publicis, which is a worldwide roster agency for Nestle. This realignment was done after considering the global scenario and to help our business to better utilise the best practices and insights available with our agencies across the world. In India, Nescafe Sunrise will hence move to Publicis in line with this realignment. The business will transition smoothly. Nescafe Classic continues to be handled by McCann.”
The beverages business of Nestle comprises brands such as Nescafe Classic, Nescafe Sunrise and Nestea. While McCann was earlier handling both Classic and Sunrise, the Sunrise business will now move to Publicis which already handles Nestea business.
Nestle roped in celebrity couple Suriya and Jyotika for Nescafe Sunrise last year. A multi-media campaign was then launched for the brand with its tagline ‘There is a new Sunrise in your life’.
Nestle currently has its business distributed amongst various agencies including Publicis India, Lowe Lintas, JWT India and McCann Erickson. Publicis India currently handles the foods and dairy business along with Nestea and from now Nescafe Sunrise under beverages business. JWT India takes care of Nestle’s chocolate business. Lowe Lintas handles brands such as Polo and Eclairs under the confectionary business. McCann Erickson will now handle Nescafe Classic, and nutrition and healthcare business.