Nescafé
Nescafé Headstart
Nescafé is an iconic brand known across the globe for its quality coffee, yet millennials aren’t really buying into it.
How do we engage them to choose Nescafé rather than an alternative?
Objectives
Engage millennials by positioning Nescafé as a brand that supports their aspirations and individual paths, encouraging them to choose Nescafé by associating it with innovation, ambition, and the pursuit of personal goals.
Insight
Millennials don’t want to follow the path that’s been laid out for them, they want to make their own, better way in life.
The idea
A platform designed to give young Australians a $15,000 kick start to turn an idea, big or small, into a reality.
The Results
600
Online applications
300%
Increase in entries from previous Headstart campaign
19,500
Campaign Votes
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