2020/2021 Winners & Shortlists

Why is this work relevant for PR?

NESCAFÉ's new packaging launch coincided with the renowned annual Apple Keynote address; an event where Apple launches new products and innovations. What’s more, NESCAFÉ 3in1 drinkers are the same audience attracted to the Apple events - young people at the front row of culture. Hypebeasts. The timing and audience worked perfectly to get our messaging across - that the packaging had changed, but not the flavour.

Background

One of NESCAFE 3in1’s core strategies is to keep driving engaging experiences for consumers through continuous improvement of the look & feel of their products, as maintaining their trendy look increases the sense of relevance towards their core target who always look for up-to-date products & services. This leads to incremental consumption, and a stronger reason to buy. This also enables NESCAFE 3in1 to continue leading the category growth and remain a market leader with a value proposition not related to price cutting, but rather focusing on a unique consumer and consumption experience. And so, NESCAFÉ 3in1 changed their packaging and needed to announce that the recipe hadn't changed, just the look. The objective was to drive awareness of the new NESCAFE 3in1 look while reassuring consumers that it is the same GREAT TASTE they love. Simply, it’s the same recipe that consumers love

Describe the creative idea (20% of vote)

By targeting people who watch live product launches, product drops and countdowns, we aimed our messages in their direction. Many tech events are huge and impressive while sometimes bringing attention to the fact that not much has changed – this is what NESCAFÉ leaned into to remind their consumers that the coffee hasn’t changed, just the packaging. So NESCAFÉ announced the change by parodying tech company product launches. The campaign included a tech guru, ‘world-class designers’ and high-definition product shots. By creating a product launch, with its own lexicon of high-tech coffee-specific jargon, high-def imagery and descriptions, they’ve parodied everyone’s go-to coffee into a tech world.

Describe the PR strategy (30% of vote)

We know our audience, young digitally savvy coffee drinkers, who thrive on being in the know. These are your Ted talks viewers, don't miss a keynote-launch thrill seekers. These are the people who want to get their opinions heard, because they believe they are industry and category "experts" or dare we even say influencers. So, we targeted them, along with publications and industry relevant content creators....with our main film video, and re-targeted with the support media to really drive the message home. And drive the message home we did. Our audience loved the idea and were eager to share, helping the campaign achieve phenomenal organic results and word of mouth.

Describe the PR execution (20% of vote)

We launched the campaign the same week at the Apple Keynote event....the timing was impeccable and crucial. During the hype of the Keynote, audiences were re-targeted with our NESCAFE keynote film. The reactions and relevance speak for themselves.

List the results (30% of vote)

Digital Campaign living on Youtube & Facebook/Instagram announcing the launch by parodying tech company product launches. Reach: 19 million Impressions: 66 million Views: 16.9 million Shares: +3K Total Engagement (YT / FB / Instagram): +100K Business results: 25% uplift in sales (in times where sugar excise taxation was implement in KSA) In a saturated market/category where gaining market share of a 0.5% is a success, we've managed to gain 0.9% increase in MS in KSA & 1.9% in UAE.