Nestlé Vietnam: Café Viet - Are you man enough?

Nestlé tackled widespread consumer scepticism with this campaign in Vietnam, where people preferred strong coffee brewed the traditional Vietnamese way as opposed to instant coffee.

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.

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