Campaign details
Brand: NescaféBrand owner: NestléLead agency: Mindshare ChinaContributing agency: the7starsCountry: ChinaIndustries: Iced drinksMedia channels: Gaming & in-game advertising, Online video, Packaging & design, Social mediaBudget: 1 - 3 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 cousins given...