Nescafé: Conqueror of the coffee lover's hearts
Miroslaw Smolewski
Campaign details
Brand owner: NestléAgency: MEC PolandBrand: NescaféCountry: Poland
Executive summary
Nescafé is the most popular soluble coffee in Poland and in the world. The agency wanted to communicate the brand in social media and set themselves an ambitious goal: become the biggest Polish coffee fanpage on Facebook in one year.
Market background and business objectives
There were already strong players present on Facebook: number 1 was Tchibo, and Starbucks, Coffeeheaven and Maxwell House were also doing well.
Insight and strategic thinking
The question...