Summary

Nescafe Dolce Gusto, the capsule coffee brand, found sales slowing at the start of 2018. The reason? Competition was getting tough. The brand not only found itself up against the likes of Starbucks, but also emerging local brands.

To regain lost market share and stand out in the increasingly crowded coffee space, we thought: why limit ourselves to just promoting just our coffee? In view of our audience's interest to be more sophisticated in all aspects of their lives, why don't we offer them an enhanced lifestyle to go with it? Putting Nescafe Dolce Gusto at the center, we teamed up with various other brands to offer consumers new ideas in shaping the "Ideal Life" they aspired to have.

This approach resulted in 600 million impressions (200 million over target) and increased sales by 100% year-on-year, helping the brand record triple-digit growth for the second year in a row.

Objectives

Nescafe Dolce Gusto, the capsule coffee brand, found sales slowing at the start of 2018.