NESCAFÉ: Live Out Your Boldness - Music Campaign 2011

Li Ying and Maggie Wang

Campaign details

Brand owner: Nestlé Ltd
Agencies: UM and Momentum
Brand: NESCAFÉ
Country: China
Channels used: Events and experiential, Internet - display, Internet - microsites, widget, Product and other sampling, Radio, Social media
Media budget: Up to 500k

Executive summary

NESCAFÉ launched the big idea 'Live Out Your Boldness' in November 2011, encouraging Chinese youth to convey a positive attitude towards life and advocate being brave enough to follow their dream – living the life they desire, releasing themselves, and bringing a positive influence to bear on other people and on society. By gaining recognition for the younger generation, which is the current core group of the brand, NESCAFÉ wants to drive the frequency of their consumption, whilst also using this aspirational brand foundation to drive penetration and recruit new users.