A brand celebration: Romanian Joe turned 20 and is “easy irresistible”

Branding, Business, Creativity

Nestle Romania celebrated the 20th anniversary of its Joe brand, during an event that bought together, in Timisoara factory, employees, representatives from authorities and partners. The anniversary was a step forward for Joe, that also has now a new positioning – “Easy Irresistible” – answering consumers’ preferences and offering them products based on their preferences

Nestle Romania’s objective considers mutual benefits related to the relation with the consumers, community and local authorities. I wasn’t ever that proud of the performances from our brands as I am today, looking to the wonderful history of this local successful story. Joe’s story started 20 years ago and it became the most loved waffler brand in the country, a strategic pilon for Nestle in Romania

Hervé de Froment,

General Manager Nestle Romania

Joe is the most important brand in Nestle Romania’s portfolio and the 3rd contributor to company’s turnover and is one of the brands Nestle bets on to support its development and increase of its market quota within the segment. Joe has 25% market share on wafflers market in Romania.

Over the years, no matter the fluctuations of wafflers market, Joe maintained its leadership position through continuous investments in innovation, quality and communication. Joe wafflers are exported in 12 countries in Europe and Middle East, among which Hungary, Austria, Greece or Netherlands.

According to IQAds.ro, the new brand positioning for Joe is supported with a TV campaign and digital communication. The strategy and creative parts were developed by Publicis Bucharest together with Momentum, while AMPRO came up with the design for the anniversary packaging.