Overall objective for initiative
(Re)Introduce the Nescafé brand to the young urban adults (16-24 y/o) in Scandinavia, creating a clear, relevant occasion for consumption and brand preference. Initially in Q1, subsequently Q2-Q4.
Process
- Defining an environment without any existing competing brands, with a clear relevant occassion opportunity not yet claimed.
- 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
Insight
Nescafé was perceived as an “older generations” drink, demanding long preparation time, lacked taste and a very uncool brand.
Solution
A redefined brand positioning and attribute + A community marketing strategy, focusing on integration with the Scandinavian Ski and Snowboard community, initially supporting existing projects and events along with selecting respected brand ambassadors, using Facebook as the primary media channel, instagram and vimeo secondary – opening up to:
- Gaining “cool” associations through partnerships with leading oppinionators and projects
- An apparent, relevant consumption occasion on the mountain, not yet claimed
- Increase trial with new sweeter products, showcasing easy preparation and consumption through “easy wet sampling”
- Community driven amplification and awareness of activation and content
Long-term, creating larger projects through co-creation with the community, adapting trial to summer activities and into skate community.
Result
Increasing Scandinavian sales with 8%, PR value of more than $6 mio., more than 40 mio brand exposures
Trine Keller-Andreasen 