When Rich Met Creamy for Nescafe
Distribution Methods: The channels used included mobile, web and social platforms.
Client Objectives: We were tasked with creating a campaign around a new product, Nescafé 2-in-1. We had to clearly show that Nescafé Coffee and Coffee-mate creamer were now together as one soluble coffee product. We also had to delicately resolve our consumer’s adverse reactions to soluble coffee, a.k.a. “INSTANT” coffee.
Challenges: Here in the U.S., consumers prefer fresh brewed, freshly ground, and whole bean coffee. With that, “instant coffee” has a negative appeal—one associated with a mindset that quick and easy means bad and flavorless.
Solutions: We put our mugs together and created a playful campaign, “When Rich Met Creamy,” the story of America’s favorite coffee and creamer finally making it official by becoming one product. This joyous union of coffee & creamer coming together accurately and naturally spawned the tagline, Even Better Together.
Results: Using multiple platforms to tell this joyous story, we made sure to use humor, creativity, and clarity across each channel. From animated videos to live action commercials, When Rich Met Creamy was a success…