Nescafé ICE

We amplified the launch of its latest innovation: Nescafé ICE. The first instant coffee created to be enjoyed cold.

Situation

Nescafé had the challenge of amplifying the launch of its new innovation: Nescafé ICE, the first instant coffee designed to be enjoyed cold. The objective was not only to generate awareness, but also to encourage the testing and consumption of this innovative product in a market segment yet to be conquered.

Task

• We developed a strategy based on two key axes:
  Experiential Marketing: Create an experience that would increase brand awareness and, at the same time, generate product trials.
• Influencer Relationship Management: Establish a strong partnership with influencers who will communicate key brand messages, such as ease of use, preparation tips and product versatility.

Action

We implemented a series of experiences, with the objective of creating visual awareness, generating product testing and connecting with the consumer. These experiences took various forms, adapting to the context and place.

• Public spaces: We activate a foodtruck in parks and squares, offering tastings and a photo opportunity to share on social networks.
• Music festivals: We created hospitality spaces where attendees could take refuge from the heat and enjoy an iced coffee.
• Corporate offices: We bring single bars and photo stations to companies, providing an interactive experience and product samples in work environments.

Results

The campaign significantly amplified the visibility of Nescafé ICE, positioning it as a refreshing alternative in the coffee world. Activations generated a high level of participation in both traditional and digital media, while product testing contributed to the adoption of this new way of enjoying coffee.