Nestle Smoovlatte: Nescafe – From Tianyi With Love

Nescafé, an instant coffee brand, partnered with a famous virtual celebrity to create a campaign in which young Chinese consumers could unlock a personalised message by scanning Nescafé bottles.

Campaign details

Brand: Nestlé SmoovlattéLead Agency: Mindshare ChinaRegion: APAC

Objective

In China, bottled coffee is losing grounds to young audience. Its key advantages, convenience and flavor, are losing appeal when you can get the newest viral bubble tea drinks delivered under 30 minutes to your hand. Among 15-25 y.o. audience, growth in bottled coffee category is 30% slower than their older counterparts (Source: CNRS).

On top of the category challenge, for Nescafe, with a long history in China, it has massive awareness among Chinese consumers, but has been perceived less trendy, with little surprise among...

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