Nescafe: Uniting coffee lovers around the World Cup

Coffee brand NESCAFE positioned itself as the go-to brand for late-night football World Cup-watching sessions in Indonesia.

Campaign details

Brand: Nestlé IndonesiaAgency: dentsu IndonesiaRegion: APAC

Strategy

Objective

As a challenger brand in a category where the convention is dictated by the Category Leader, NESCAFE is an aspirational 'David' who's trying to tackle Goliath and the other modern beverages vying for the youth. Rooted in the mission to democratize café-quality coffee for everyone, Nescafe believes in the power of 'togetherness', and how coffee plays a pivotal role in binding everyone together. The World Cup 2022, indisputably one of the biggest sporting tournaments in the world, was a moment that bred a lot of...

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