Nestle Silky Latte x Luo Tianyi: Virtual Idol Customizes Love Words, Stimulating the Purchasing Power of Generation Z

Case details

Brand : Nescafé

Brand owner : Nestlé

Main Agency : Mindset China

Put on the market : Mainland China

Launch time : November 19, 2018-April 7, 2019

Industry : Beverage

Media channels : social media, H5, short video platform, video platform

Budget : 10 million

Case summary

With the emergence of trendy drinks such as milk tea, Nescafe has gradually lost its appeal among young people. The growth rate of the bottled coffee category has slowed by 30%, so Nestlé needs to regain the audience's love for its brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands