Nescafé: Kickstart 2017

Coffee brand Nescafé used an innovative campaign in Indonesia to strengthen brand appeal and increase trial among youth in a cluttered category.

Campaign details

Brand: NescaféBrand owner: NestléLead agency: Publicis IndonesiaCountry: IndonesiaIndustries: Hot drinksMedia 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...

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