Nescafé: Break Out of the Outbreak

A multi-platform campaign saw instant coffee brand Nescafe resonate with consumers and drive e-commerce sales in China.

Campaign details

Brand: Nescaf�Brand owner: Nestl�Agencies: Mindshare China, Publicis ChinaMarket: ChinaIndustries: Hot drinksMedia channels: Gaming & in-game advertising, Liivestreaming, Mobile & apps, Online display, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Nescafé is the number-one instant coffee brand in China. However, during the COVID-19 outbreak, it faced a big challenge as coffee purchases shifted online to e-commerce stores, where Nescafé had a relatively weaker presence.

Nescafé needed to find a way to cut through the noise and differentiate itself from the thousands of...

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