Campaign details

Advertiser: Nestlé – Nescafé
Agency: Weber Shandwick


Weber Shandwick, McCann and MRM helped Nescafé respond to crazy rumours about its coffee in Greece, with an equally "nutty", non-corporate campaign. Our fun, shareable video and social content told Greeks that every time they spread a Nescafé rumour… a little squirrel died. The squirrels went viral, exposing millions of people to the campaign and dramatically reversing negative and positive brand mentions.


How do you respond to ludicrous rumours about a brand, without inflaming them?

Our challenge was to deal with a number of conspiracy theories that were circulating on the internet in Greece about the quality of bestselling coffee brand, Nescafé and its iced coffee Nescafé Frappé.

They included:

  • Nescafé is made from coffee sediment rather than ground beans
  • The foam on iced Nescafé Frappé is not natural
  • Nescafé causes stomach ache.