As a former Nescafe brand manager and coffee lover I’m always on the look out for new and interesting coffees. So, last Saturday afternoon, whilst in Waitrose I sampled some of Jimmy’s Iced Coffee, which I really enjoyed. I even bought a few packs.
When I was worked in the Nescafe brand team in Croydon, back in the late 80s’ ‘the opportunity for ready to drink iced coffee’ always featured in our brand planning sessions. We were inspired by our colleagues in Greece and France who told us how popular ‘Nescafe Frappe’ was in their countries. We even launched a ready to drink product in a tetrapak format…which didn’t do very well.
So, will Jimmy’s Iced Coffee succeed where Nescafe has failed? Well I think it’s got a very decent chance. Here are the reasons why:
We love an entrepreneur
Jimmy is a real person. He started his business with his sister and has dedicated himself – very publicly – to making it a success. It’s one of those real life start-up stories that we find inspiring – at least I do anyway!
It’s got real personality
Jimmy – with his hipster beard and his cool packaging appears very likeable. The brand’s got a really friendly website with an amusing Youtube video. You can’t imagine this being produced by the Unilever or Nestle brand managers. All the other bits and bobs on social media are quirky and friendly.
Coffee culture’s changed
Back in my day, drinking iced coffee was considered a bit weird. Nowadays, thanks to the likes of Starbucks, it’s much more normal. It’s also generally accepted that coffee is quite good for you – which didn’t used to be the case.
They’re nice products
Not too sweet with a decent coffee hit. I could imagine drinking one of these rather than other soft drinks. Plus there’s a few to choose from.
I’m sure that this Summer I’ll see more and more people walking around the streets of London with their Jimmy’s Iced Coffee!