Nescafe: Fueling your Mudik journey – conquer the road with Nescafe!

Coffee brand Nescafé ran the Mudik (homecoming) campaign to address the traditional decline in coffee consumption during Ramadan in Indonesia.

Campaign details

Brand: NestleAgency: dentsu IndonesiaRegion: APAC

Strategy

Objective

Despite being the largest celebration in Indonesia, Ramadan is a space with no room for coffee. Coffee consumption is nearly non-existent, as Indonesians believe that a combination of an empty stomach and caffeine would lead to gastric problems. Despite the lack of connection between Ramadan and the coffee category, the season is heavily characterized by the ideas of 'togetherness' and 'reunion' - key themes that NESCAFE aspires to own. An aspirational David in a market led by the Goliath, the mission was to create demand and...

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