The Brief

Nescafé was launching a major new product that would finally allow iced coffee fans to effortlessly mix delicious iced coffee at home. We were briefed to announce the launch of the Nescafé Espresso Concentrated range and its incredible simplicity. This was to be achieved through a multi-faceted campaign engaging press and partnering with select influencers to create buzzworthy content.

The Big Idea

We delivered the campaign in four phases:

Pre-seed & Announcement: we announced the launch to media and seeded samples to press and key influencers.

Love Island Launch: we announced the brand’s sponsorship of Love Island as an official drinks partner to raise brand awareness with the target audience.

Media Lunch: we held an intimate event to get press and influencers hands-on with the product and experience key messaging first-hand from brand reps.

The O2 Experiential: a larger-scale experiential activation, fronted by ex-Love Island contestant (and living coffee meme) Curtis Pritchard. Held during Billie Eilish concerts, the activity enabled us to sample to the public and drive positive advocacy with the target audience and beyond.

The Results

Through our four-phase campaign we achieved stellar results for the brand and product range. This included securing 43 pieces of earned media coverage (with a reach of 19m), giving away over 5,000 coffee samples and driving hundreds of thousands of views of influencer and social media content.