Nescafe: Coffee Stamp

NESCAFÉ®, a coffee brand, launched a campaign in Colombia to promote NESCAFÉ® Artesano, increase perception, reinforce the association of the NESCAFÉ® Artesano, and maintain market share.

Objectives

  • 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...

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