Campaign details

Brand: Nescafé
Brand owner: Nestlé
Lead agency: McCann Worldgroup India
Country: India
Industries: Hot drinks
Media channels: Events & experiential, Mobile & apps, Online video, Radio & audio, Social media, Television, Websites & microsites

Executive summary

Coffee brand Nescafé wanted to capture mornings – the biggest battleground for beverages. The beverage that wins the morning battle wins the habit.

To make a tea-drinking country choose coffee, we identified a generation in need of a daily dose of stimulation, positioned coffee as a cup of resolve and delivered this idea through a campaign that made coffee a part of their lives.

Market background and cultural context

Trying to get tea-drinking Indians to drink coffee

Consider this: for every 16 cups of tea drunk in India only one cup of coffee is consumed! Hardly surprising as India is accustomed to having its day punctuated with chai at regular intervals – bed tea, morning chai, evening tea, chai pe charcha, tapri chai – tea enjoys a set of rituals, both out of home and in the home. India lacked a coffee-drinking culture beyond South India.

Creating a generation of 'coffee drinkers'