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Nescafe Classic 3in1
8 Elements of a Credible Exam Session

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
Publicis Communication Russia *Lead Agency


Zenith Russia *Lead Agency


Fibr Film Production


Players


Performics


Momentum Russia


SUMMARY

How do you overcome sales stagnation and bring back attention from students if you are an instant coffee mix located only at checkout aisles and in social media? Nescafe 3in1 has found a solution! The brand supported it's target audience through hard times, summer final exams. For this purpose, Nescafe 3in1 released the limited edition consisting of 8 SKU's. The design of each package was dedicated to one of the 8 skills essential for taking exams: cheerfulness, luck, memory, etc. Then we joined the popular band "Khleb" (bread in Russian) and tested these 8 skills on students through the Vkontakte site. Thanks to that, Nescafe 3in1 tripled the projected number of mentions on Vkontakte, more than any other brand.

CASE VIDEO


Audience: Male and female students aged 16 - 25. They lead an active life which they take it lightly. They want to enjoy what they do and have fun with their friends. Thanks to their low price, coffee-creamy taste and convenience of use, 3in1 coffee mixes have become an essential part of their lives.

Objectives: А. The commercial goal was to increase the market share in the coffee mixes category by 1.2%. B. The communication goal was to increase SoC (share of conversation) on Vkontakte.

Type: B2C

Language: English, Russian