Campaign details

Brand: Nescafé
Brand owner: Nestlé
Lead agency: Publicis Indonesia
Country: Indonesia
Industries: Hot drinks
Media channels: Events & experiential, Online video, Social media, Websites & microsites

Executive summary

In an era where it's easy to connect but difficult to keep people hooked, Nescafé, the only global brand in the Indonesian coffee market, was fighting hard to increase its relevance among youth.

Based on brand health tracking, Nescafé was competing in a cluttered category with most established players focusing on functional benefits such as taste, aroma and stimulation. In this sea of sameness, Nescafé spotted an opportunity to own the emotional higher ground by riding on Indonesian youth's current deep-seated desire.

With the rise of young startups like GO-JEK, Bukalapak and Traveloka, a huge wave of entrepreneurship had encapsulated the country and research told us that Indonesian youth were keen to start something of their own.