Overall objective

Position Nescafé as a “cool” beverage brand for Young Urban Adults (16-24 y/o) in the music communities in Scandinavia under the overall positioning of “Recharge & Socialize”, along with creating a concept with which Nescafé could claim a trustworthy positioning.

Process

• Defining an environment without any existing competing brands, with a clear relevant occasion opportunity not yet claimed, matching the defined brand positioning
• Uncover negative brand perception to define short and long terms targets.
• Create a need-state and maximize awareness
• Create short- and long-term activation strategy

Insights

Numerous brands were fighting for the attention during concerts or festivals, but no one focused on supporting the before and after, leaving a large space of opportunity for Nescafé.

Solution

A marketing strategy focusing on Music, more precisely Live Music. But instead of the epi centre of Live Music, the actual concert, focusing on the surrounding occasions – the practice, studio sessions, writing, composing, listening, touring etc. Environments within Live Music that no competing brands were a part of to become a pivotal part of the community.
Creating an overall activation strategy concept called Nescafe Red Sessions. A strategy focusing on integrating with ambassadors, using these as media channels along with using them for talent search; integrating with and supporting selected venues, both behind the scenes but also in the queue at the entrance. And finally setting up live sessions with upcoming artists.
All allowing:

• Gaining “cool” associations through partnerships with leading opinionators and projects
• Tapping into an already apparent, relevant consumption occasion
• Supporting talent
• Creating a concept to both solidify positioning, a tool for media collaborations along with creating an exposure platform for talents and ambassadors
• A concept that could be translated into on trade activation and a retail tool
• Community-driven amplification and awareness of activation and content