Nescafé: Tribute

Coffee brand Nescafé reversed a sales decline and improved its perception as a socially committed brand in Mexico through a campaign that got people closer to its CSR program.

Campaign details

Brand: NescaféBrand owner: Nestlé MexicoAgency: BombayCountry: 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...

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