- Promote NESCAFÉ® Artesano, NESCAFÉ®'s 100% Colombian coffee line, and multiply our media investment 25% through earn media.
- Increase in three points the perception of NESCAFÉ® as a Colombian coffee brand.
- Strengthen the funnel +3 pp in trial by reinforcing the association of NESCAFÉ® Artesano with a 100% Colombian origin coffee.
- Keep our market share over 37% in a coffee-growing country full of well-positioned local coffee brands like Juan Valdez.
Summary of the work
NESCAFÉ® decided to offer 100% Colombian origin coffee, in a coffee-growing country full of local coffee brands.
How could this foreign brand win a small space...