Nescafé: Creating India’s Coffee Generation

Harshvardhan Sahni, Oorvi Batra

Coffee brand, Nescafé, took the drawbacks of its products and highlighted them as benefits instead when targeting a late-teen audience in India.

Campaign details

Brand: NescaféBrand owner: NestléEntrant company: McCann - IndiaIdea creation: McCann GurgaonMarket: AsiaSector: Soft drinksMedia channels: Social media, Merchandise & free gifts, Events & experientialBudget: 500k - 1 million

Executive summary

This case offers lessons on how to use a category or brand’s perceived drawbacks in its favour.

Tea (or chai) is the de-facto national drink of India. It's seeped into almost every facet of India's cultural, social, economic and even political life. Indians drink it even in 45-degree Celsius weather (113 Fahrenheit)....

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