Issue
How do we drive brand reappraisal to ensure Nescafé Gold portrays an ‘idealised version of self’ to Status Seeker audience, that were scalable, sharable and ownable.
Insight
The increasing popularity of gourmet coffee has elevated coffee to more than just a beverage; it’s a lifestyle statement and has become a way to express individuality.
Idea
We took NESCAFE to the Logies as a major sponsor of Australia’s biggest night of glitz and glamour. We provided complimentary coffee to the stars as they walked down our Gold Carpet and took over a range of Logies locations in a PR event of epic proportions.
Impact
306M
impressions from sponsorship alone
276K
taste tests vs. 250k target
644K
TASTINGS ACROSS ANNUAL ACTIVITY
+13%
INCREASED TRIAL
+9%
Purchase
