Nescafé: From Tianyi with Love

Bottled coffee brand Nescafé Smoovlatte partnered virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.

Campaign details

Brand: Nescafé Brand owner: NestléLead agency: Mindshare ChinaContributing agency: the7starsCountry: ChinaIndustry: Iced drinksMedia channels: Gaming & in-game advertising, Packaging & design, Online video, Social media Budget: 10 - 20 million

Executive summary

Nescafé has lost its appeal among the youth because of new trendy drinks like bubble tea. Growth in the bottled coffee category has been 30% slower, and Nescafé needed to revitalise brand love by creating true innovation in youth culture.

Its audience, the post-90s generation, grew up alone without even any...

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