Nescafe Classic: How Nescafe re-defined the role of coffee in the lives of Indian youth
Jitender Dabas and Phalgun Reddy
Campaign details
Brand Owner: Nestle IndiaLead agency: McCann WorldgroupContributing agency: Zenith Optimedia and Maxus GlobalBrand: Nescafe ClassicCountry: IndiaIndustry: Coffee, tea, hot drinksMedia: Earned media, buzz; Games and competitions; Integrated; Internet - display; Internet - general; Online video; Packaging and design; Point-of-purchase, in-store; Product sampling; Public relations; Social media; TelevisionBudget: 1 - 3 million
Market background and cultural context
NESCAFÉ's unusual dichotomy in a tea-drinking nation...