Campaign details

Advertiser: Nestlé – Nescafé
Agency: Weber Shandwick

Summary

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.

Challenge

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.