Nescafé Dolce Gusto: Coffee Corners

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

Campaign details

Brand: Nescafé Dolce GustoBrand owner: NestléLead agency: Wunderman DubaiContributing agencies: ZenithCountry: Middle East & North AfricaIndustries: Hot drinksMedia channels: Merchandise & free gifts, Online video, Point-of-purchase, in-store, Social mediaBudget: 500k - 1 million

Executive summary

When it came to coffee machines, Nescafé Dolce Gusto was not necessarily in the consumer’s mind-set. Moreover, it was a brand perceived as western, which is always a bad thing in a region like the Middle East, that prides itself on its traditions.

The brand had to find...

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