Nescafe India: Moodies
Campaign details
Advertiser: Nestle IndiaAgency: Maxus IndiaCategory: MessagingRegion: APAC
Strategy
Background
India is a tea drinking nation, with the coffee: tea ratio of 1:70. Being the market leader in the packaged instant coffee market (and also the generic name for coffee in India), it is Nescafé's role and responsibility to develop and grow the coffee consumption habit in India.
One of the key routes towards this objective is to build a very strong association with a particular day part for coffee consumption. Research shows that coffee has a better relative...