Campaign details

Brand: Nescafé
Brand owner: Nestlé
Lead agency: Mindshare China
Contributing agency: the7stars
Country: China
Industry: Iced drinks
Media channels: Gaming & in-game advertising, Packaging & design, Online video, Social media
Budget: 10 - 20 million

Executive summary

Nescafé has lost its appeal among the youth because of new trendy drinks like bubble tea. Growth in the bottled coffee category has been 30% slower, and Nescafé needed to revitalise brand love by creating true innovation in youth culture.

Its audience, the post-90s generation, grew up alone without even any cousins given China's one child policy. In their solitude, they have been captivated by virtual idols – anime characters whose singing voices have been synthesised by computers. These virtual idols have amassed big followings online, and top among them is Luo Tianyi.