Nescafé: Creating A New Rite of Passage for Indian Teens

Instant coffee brand Nescafe drove growth in India with a multichannel campaign that positioned it as 'rocket fuel' to develop a coffee-drinking habit among late-teen college-starters.

Campaign details

Brand: Nescafé Brand owner: Nestlé Agency: McCann Worldgroup Market: India Industries: Hot drinks Media channels: Online display, Point of purchase, in-store, Product sampling, Websites & microsites Budget: 1 - 3 million

Executive summary

This case

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