Coffee crazy!

DO YOU LOVE INSTANT COFFEE?

I recall that around 2 years ago, Kopiko has just started to penetrate the market in the Philippines. For a time, it was known here solely for its coffee-flavored candy. When its instant coffee was introduced in the market, it had no above-the-line (ATL) advertising whatsoever. Today, however, Kopiko has taken up a significant share of leading instant coffee brands in the country with its first variant--Kopiko Brown Sugar.

What made Kopiko such a success in the country? With minimal advertising, it mainly gone up the market through word-of-mouth. Admittedly, I have been a follower and an ambassador of the brand ever since it was introduced to me by a former boss. True enough, the product in itself generates its own advertising (where would we marketers be if this were the case in general?) with its creamy, sweet flavor. In fact, it is even priced lower than leading coffee brands. It would be obvious, then, for Kopiko to have other brands going head-on for the battle of market shares.

Brands such as Nescafe, for instance, have developed their own instant coffee flavors that can directly compete with Kopiko's Brown Sugar variant.They have recently developed Nescafe Chocolatey Coffee, Creamy White Coffee, and Brown N' Creamy variants. Interestingly enough, these flavors are "Especially made for Filipinos." After tasting these myself, these variants do have the same appeal in taste as with Kopiko. It makes me wonder... what variant will they think of next? Right now, Kopiko is advertising its new Koppiccino variant which has a very interesting proposition of an instant cappuccino experience. So, what more can we expect Nescafe to come out with? Coffee lovers here in Manila have something to look forward to.

Speaking of Nescafe, I'm definitely sick of hearing their endorser--Coco Martin, one of Manila's sought-after celebrities--saying "Mas yAmmy." (translation: More yummy!) I believe they intentionally made him say "yAmmy" instead of the proper pronunciation  which is "yummy". I doubt Coco Martin has bad pronunciation skills, and I doubt Nescafe's agency--Publicis Manila--would let such an error air on TV unless they intended it. Either way, it's already annoying that this TVC is being replayed over and over again in primetime spots. But to hear him say "Mas yAmmy" is pretty much like listening to someone raking a chalkboard each time he says it.

If you're interested in seeing the commercial, you can preview the video here or watch it by clicking this link: http://www.youtube.com/watch?v=0n20QaL8f5c

[youtube=http://www.youtube.com/watch?v=0n20QaL8f5c]

----

Disclaimer: Photo taken from http://i54.tinypic.com/21llogi.jpg.