Nescafé: Tarot ca phe

Nestlé ran a Tarot-inspired, digital-led campaign for its Nescafé coffee brand to recoup market share in Vietnam in 2022.

Campaign details

Brand: Nestlé NescaféAgency: Publicis GroupeRegion: APAC

Campaign video

Strategy

Objective

10 months ago, Nescafé's tie to its young consumers was cut off. The longest 6-months lockdown had put our production line under strain, making it hard to meet the high demand of the panicked shoppers. So, our consumers left for the rivals. This caused a drop in both Nescafé's total market share and key equity scores by the end of 2021.

Therefore, this 2022 campaign aimed to fully regain its 2021 market share. More significantly, we also wanted to reconnect the lapsers and...

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