Description
This case demonstrates Nescafe's strategy of making coffee a daily habit and driving relevance through a life-stage entry in its audience's lives. Nescafé built coffee relevance in India, but today cafés have turned it into a lifestyle. For our audience, young college students, coffee was more enjoyed out-of-home than an in-home ritual. They were buying coffee cups at cafes, not Nescafé jars at home. To make coffee a daily habit, Nescafe shifted focus from our audience's lifestyle to life-stage: their move from school to college. An inflexion point where to keep up with the step-change in pace, they needed to level up. Nescafe reminded them that transformation isn’t an overnight process. But it's a daily habit. Pitching Nescafé’s strong stimulation as the fuel for everyday transformation, we seeded the habit of coffee as the habit of bettering oneself. Our campaign “Bana Apni Duniya” combined mass-media with digital-first storytelling- making it youth’s anthem of transformation.
