NESCAFÉ: May Tapang Para Bumangon

NESCAFÉ featured seven diverse individuals with real stories of strength in short and long-form video content to accelerate total sales and market share in the Philippines, and drive relevance for strong, stimulating coffee.

Campaign details

Agency: Openmind PhilippinesRegion: APAC

Strategy

Objective

To accelerate total sales and market share position for both variants in 2023 by driving relevance for strong, stimulating coffee:

Market Share position:

NESCAFÉ Original – improve shares within mainstream mixes from FY22 Baseline 8.6 to YTD P7 '23 Target 9.5 (+90bps)

NESCAFÉ Classic – improved shares from FY22 Baseline 8.6 to FY23 Target 9.0 (+40bps)

Growth targets:

NESCAFÉ Original – sustain back-to-back double-digit growth

NESCAFÉ Classic – reverse decline from 2022 and accelerate growth

To use the joint push of the two variants to improve imagery rating, specifically...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands