Nescafé: Switching on a generation to 'coffee'

This case study for NESCAFÉ Classic, the flagship brand of NESCAFÉ coffee, describes a three year campaign to boost in-home consumption among Indian youth.

Nescafé: Switching on a generation to 'coffee'

Jitender Dabas and Bhakti Malik

Campaign details

Brand owner: Nestlé IndiaLead agency: McCann Worldgroup IndiaBrand: NescaféCountry: IndiaIndustry Coffee, tea, hot drinksChannels used: Earned media, buzz, Events and experiential, Internet - general, Internet - microsites , Mobile and apps , Newspapers, Outdoor, out-of-home, Packaging and design , Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Social media , Sponsorship - event, property, Sponsorship - media, TelevisionMedia budget: Over 20 million

Executive summary

This case study describes how NESCAFÉ Classic, the...

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