Brand: NescaféBrand owner: NestléEntrant company: McCann - IndiaIdea creation: McCann GurgaonMarket: AsiaSector: Soft drinksMedia channels: Social media, Merchandise & free gifts, Events & experientialBudget: 500k - 1 million
This case offers lessons on how to use a category or brand’s perceived drawbacks in its favour.
Tea (or chai) is the de-facto national drink of India. It's seeped into almost every facet of India's cultural, social, economic and even political life. Indians drink it even in 45-degree Celsius weather (113 Fahrenheit)....