Nestlé: Xpress national promo

Nescafé Xpress, a coffee brand, partnered with Survivor to demonstrate rewards through several reward games and advertorials for the first National Promo campaign of the iced coffee category to increase repurchase rates, develop loyalty, and expand the category to non-iced coffee users in Turkey.

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...

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