Campaign details

Brand: Nescafé
Brand owner: Nestlé Mexico
Agency: Bombay
Country: Mexico

Market background

With a 75-year-long presence in the Mexican market, a brand awareness of almost 100% and a penetration of 93.6%,1 Nescafé has historically been one of the leading consumer brands in Mexico and one of the most important brands in the Nestlé Mexico portfolio.

However, in the last couple of years, Nescafé’s leadership had been under attack due to the accelerated innovation within the coffee category, with a big wave of both local and international coffee shops offering a diversity of holistic consumer experiences and the development of new formats for at-home personal consumption like coffee grinders, espresso machines and capsules offering a wide array of coffee varieties.