Nestlé: Xpress guess the flavour

Nescafé Xpress developed a new product and launched a category-first Fruity Cold Coffee campaign to create hype, overcome biases against authentic flavours, and lure new consumers into the category in Turkey.

Brand: NestléAgency: dentsu mediaRegion: EMEA

Strategy

Objective

As the founder and the leader of the category, Nescafé Xpress has the responsibility to expand the category even further and innovative products are the key for this expansion. Innovative product share is increasing both for the Xpress portfolio and for the category, and they stand as an important tool to lure new consumers into category. Our target audience, Gen Z, is the biggest cold coffee consumer cohort and they are inclined to try new products, especially flavoured and fruity ones. In order to respond to this need,...

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