When Nescafe Sunrise owned the most momentous morning of the year in Tamil Nadu

This case study describes a campaign by Nescafé Sunrise, the instant coffee brand, to increase market share in the Tamil Nadu region of India.

When Nescafé Sunrise owned the most momentous morning of the year in Tamil Nadu

Bhakti Malik

Campaign details

Brand owner: NestleAgency: McCann Worldgroup IndiaBrand: Nescafe SunriseCountry: IndiaChannels used: Events and experiential, Newspapers, Outdoor, out-of-home, Radio, TelevisionMedia budget: 1 – 3 million

Executive summary

Nescafé Sunrise, the filter-coffee brand whose name itself was rooted in mornings, was finding its position recede in the quintessential morning-consumption occasion of Tamil Nadu households. In a duopoly instant-coffee (IC) market, Hindustan Unilever's Bru had built much stronger filter-coffee credentials for its IC product by...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands