Nescafe CafeViet: Be The Man - The New Way For Vietnamese Men To Express Their Masculinity

This case study shows how Nescafé, a coffee brand, created its own reality TV show to increase brand equity in Vietnam.

Nescafé CaféViet: Be The Man - The New Way For Vietnamese Men To Express Their Masculinity

Dibendu Moulick

Campaign Details

Brand: Nescafé CaféVietBrand Owner: Nestlé, VietnamLead Agency: Zenith, Vietnam; Publicis, VietnamContributing agencies: Performics, Vietnam; BHD, VietnamCountry: VietnamBudget: 500k - 1 million

Executive Summary

Vietnamese men love strong coffee and Nescafé CaféViet is a strong, authentically Vietnamese coffee that targets men. Nescafé CaféViet was experiencing increasing pressure from new and agile competitive coffee brands eating into CaféViet's market share.

In order to strengthen its connection with men and contemporise its...

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