Brand: NestléAgency: dentsuRegion: EMEA
Strategy
Objective
The iced coffee category is a rapidly growing category that was founded by Xpress in 2009. In the summer of 2023, as the founder and the leader of the category, Xpress has the responsibility to expand the category even further. But iced coffee has a higher price index compared to other drinks in the Cold Beverage category, so it is in a disadvantageous situation under Turkey’s inflationist economy. The biggest barrier to expanding the brand and category is not having a promotion. We developed a category-first national promotional campaign...