Nescafé: Conqueror of the coffee lover's hearts

Miroslaw Smolewski

Campaign details

Brand owner: Nestlé
Agency: MEC Poland
Brand: Nescafé
Country: Poland

Executive summary

Nescafé is the most popular soluble coffee in Poland and in the world. The agency wanted to communicate the brand in social media and set themselves an ambitious goal: become the biggest Polish coffee fanpage on Facebook in one year.

Market background and business objectives

There were already strong players present on Facebook: number 1 was Tchibo, and Starbucks, Coffeeheaven and Maxwell House were also doing well.

Insight and strategic thinking

The question was: What should we do to become the Facebook coffee category leader? What was needed was a thought-through strategy and we had it.