Nescafé: Delivering coffee without the cup

Jitender Dabas, Priya Bhattacharji

Nescafé, the coffee brand, increased sales in tea-loving India by focusing on young people and mornings with a sponsored radio show.

Campaign details

Brand: NescaféBrand owner: Nescafé LtdLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Hot drinks Media channels: Content marketing, Events & experiential, Mobile & apps, Online video, Radio, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

For over 50 years Nescafé, the world's leading coffee brand, had tried hard to get India, a tea-drinking nation, to drink coffee. In 2013, it aimed to cultivate the habit of coffee drinking amongst millennial India. This case study details how Nescafé created a unique early morning radio show in India to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands