N°1 in South Africa.
Ultra-connected lifestyles are influencing the collective sentiment of South African consumers. This primarily drives women to occasionally seek out small indulgences to boost their mood.
These instant pleasures encourage a thoughtful approach to food choices in South Africa, especially among women who are looking to manage their stress or reward themselves.
CBA Asia has thus leveraged this culturally enhanced opportunity to revitalize the well-loved Nestlé brand, which has been entrenched in the South African market for years.
Unapologetic pleasure.
CBA Asia and Nestlé collaborated with the aim of revitalizing the highly renowned hot chocolate range in South Africa. This collaboration has enabled the Group to strengthen its leadership and reaffirm its position in the indulgent beverage category, designed for “me time” moments.
With a brand promise centered around “self-care,” it was time to link the Hot Chocolate beverage to uncompromised pleasure, for well-deserved moments of well-being, especially for South African Millennial women.
The best of gourmet well-being.
Such a significant brand promise came to life through visually appealing and enticing packaging.
As the new Hot Chocolate identity offers a rich and foamy beverage, the evolution of the brand is asserted through a lighter, more connected, and creative logotype.
An elegantly pleasing experience.
The iconographic elements and product presentation are highly sensory, featuring sophisticated cues that evoke a rich and velvety chocolate sensation. A way for South African women not only to recognize the brand but also to recognize themselves, and cherish their moments of personal well-being.
A rich packaging.
A top-of-mind positioning.
The new visual identity has allowed the Hot Chocolate product to possess a distinct and premium value, positioning Nestlé at top-of-mind in the South African market.
The group has transitioned from being a mere heritage brand to an empathetic brand that provides tangible solutions through a specially crafted experience, maintaining a growth momentum.
