Nescafé: Creating A New Rite of Passage for Indian Teens

Instant coffee brand Nescafe drove growth in India with a multichannel campaign that positioned it as 'rocket fuel' to develop a coffee-drinking habit among late-teen college-starters.

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...

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