Nescafe: Face to friends

Publicis Conseil

What were the objectives for the creative work?

Over the last 75 years, NESCAFÉ has led the complex and demanding coffee marketplace with flagship soluble products. Today, the dynamic category is evolving at a record pace. Globally, new entrants have been accelerating change with ready-to-drink and take-away formats, machines democratizing coffee variety at home, and coffee shops raising overall quality expectations. With changing rules, NESCAFÉ was losing relevance with a younger generation.

And it shows. Interbrand1 reported NESCAFÉ in brand value decline since 2000 and the sales were following suit. To preserve its leadership, the brand had to refresh its image and reinforce its competitive positioning as a quality coffee for anyone to connect at anytime, anywhere.

With the number of social network users (specifically Facebook) increasingly worldwide since 2010, NESCAFÉ seized an opportunity to launch its Facebook fan page in France to tackle its main objectives: