NESCAFÉ® Dolce Gusto®

Building coffee consumers of the future

Client and Partner

Nestlé

Deliverables

Design,Print,Activation campaign,Point of sale branding

Platform

Social media, On campus,

NESCAFÉ® Dolce Gusto® NESCAFÉ® Dolce Gusto® NESCAFÉ® Dolce Gusto®
01/
Grassroots Movement - Coffee is not just black

When NESCAFÉ® Dolce Gusto® asked us to build coffee consumers of the future, our strategy (following research) was to integrate the brand into the daily routine of University students.

Targeting 50% of Australian Universities with an on-campus grassroots movement, we engaged with university students on their terms, while introducing them to NESCAFE Dolce Gusto®. The campaign involved recruiting 40 student ambassadors – ‘the cool kids on campus’ - to network with their peers to make drinking coffee with NESCAFÉ® Dolce Gusto® part of their daily routine.

02/
That's some serious coffee drinking

The campaign was a huge success, driving a total consumption of around 14,866 NESCAFÉ® Dolce Gusto® capsules and reaching over 43,191 students via Social Media.

channelzero brought this all to life through a suite of custom-designed collateral, including unique capsule dispensers, branded coffee cups, notepads, door hangers, post-it notes, event collateral and dedicated Facebook pages.

The campaign drove a total consumption of 14,866 Dolce Gusto capsules and reaching 43,191 students via social media within 10 weeks.

"channelzero delivered to us a clever and strategically driven way to introduce NESCAFÉ® Dolce Gusto® into the life of university students. Brand awareness and consumption went through the roof – we could not have hoped for a better result."

Bryan Win, Brand Manager NESCAFÉ® Dolce Gusto®

So, what's next?

LET'S CHAT!