Nescafe Dolce Gusto: Singapore Launch 2011

Sakura Irie, Shintia Xu and Bobee Chua

Campaign details

Brand owner: Nestlé
Agencies: McCann Erickson, Social@Ogilvy and Mindshare
Brand: Nescafé Dolce Gusto
Country: Singapore
Channels used: Direct marketing, Events and experiential, Internet - general, Internet - microsites, widgets, Newspapers, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Radio, Social media, Sponsorship - event or property, Television
Media budget: 500k - 1 million

Executive summary

Singapore has always had a strong coffee culture of its own, whilst increasing foreign influences have also created demand for the authentic and sophisticated experience of western-style coffee.

When Nescafé Dolce Gusto (NDG) was launched in September 2011, Nestlé had a clear plan to lift Singapore's coffee experience to the next level by offering a home-style café experience.