Nescafé: Creating a coffee-loving generation in a tea-drinking country

Jitender Dabas, Ankit Vohra

Coffee brand Nescafé used a combination of radio and digital to increase consumption and grow sales of coffee among young Indians.

Campaign details

Brand: NescaféBrand owner: NestléLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Hot drinksMedia 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...

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