Nescafe: Face to friends

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.

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. Interbrand1reported NESCAFÉ in brand value decline since 2000 and the sales were following suit. To preserve its...

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