Campaign details
Brand: NescaféBrand owner: NestléAgency: McCann WorldgroupMarket: IndiaIndustries: Hot drinksMedia channels: Online display, Point of purchase, in-store, Product sampling, Websites & micrositesBudget: 1 - 3 million
Executive summary
This case offers lessons on how to use a category or brand’s perceived drawbacks in its favour.
Nescafé was going after the only segment that didn’t yet have a daily tea habit: Indian late teens. The problem was that teens didn’t drink coffee because it was ‘too strong and bitter’. How does a beverage brand build a habit...