SUMMARY
China’s coffee market is booming driven by the fast-burgeoning “café culture” in recent years, providing a high badge value and social experience to consumers. But NESCAFÉ, well-known for its humble instant sachet, has been struggling to live up to these aspirational credentials, and as a result unable to fully capitalize on the available growth. We launched a campaign to enhance the brand’s premium credentials and social value based on a strong insight: young Chinese are taking increasing pride on traditional Chinese culture, a central part of their own value and identity. We created an immersive premium brand experience via a pop-up café that celebrates local cultural heritage, offering visitors a journey through five senses. The pop-up café became a must-see hot spot, making NESCAFÉ the most talked-about coffee brand, and helping NESCAFÉ recruit numerous high-quality fans.
