Nestlé Vietnam: Cafe Viet - Are you man enough?
Lowe Asia-Pacific
Back in 2008, no new people in Vietnam were buying instant coffee. People preferred coffee brewed the traditional Vietnamese way. This coffee is known as Cafe Da - a ridiculously strong black filtered coffee over ice that takes 25 minutes to brew.
So we invented Cafe Da in a sachet and called it
Nescafe Café Viet:The 25 minutes brew in a 25 second version.
Yet, people were skeptical about Nescafe Cafe Viet and dubbed it a failure even before the launch.
This is...