Nescafé: Making a Work Beverage a Work-From-Home Beverage

Harshvardhan Sahni

Beverage brand Nescafé focused on the benefits of caffeine-powered stimulation to boost working-from-home coffee consumption in formerly tea-only Indian households.

Campaign details

Brand: NescaféBrand owner: NestléEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: Soft drinksMedia channels: Online videoBudget: Up to 500k

Executive summary

The COVID pandemic changed the rules of the game for virtually all categories in India. Barring a few, like personal hygiene brands and disinfection brands, having 1.3 billion people locked down at home was disastrous. Many brands panicked and tried to convince Indians that theirs was the perfect companion to a locked-down world.

Coffee brand Nescafé should have had it the...

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