Swiss retail company Migros positions its private-label brand Café Royal as a direct competitor to 30-year-old Nespresso. Their bold aim: claim a significant portion of the European market for premium coffee capsules, and not only in Switzerland, where market share was more easily gained thanks to Migros’ retail distribution channel (Migros is Switzerland’s largest retailer). To ensure quick recognition as a worthy competitor to the long-term market dominator Nespresso, Café Royal teamed up with Robbie Williams and assigned him to promote their new, smarter alternative on the premium capsules market.

The 2017 campaign launched with the “Agent on the Rocks” TV spot. This time, Williams is on a mission to track down flavor in the snowy mountains. His opponent, Dr. Bad Taste, tries to put an end to the idyllic trip. However, our hero is ready to escape his villains with the utmost elegance.

In a second film, “The Quest”, Dr. Bad Taste kindnaps Williams’ love interest and steals his coffee capsules. In an online game, users were given clues and invited to help the agent complete his mission.

Café Royal also sponsored Robbie Williams' «Heavy Entertainment Tour». The brand showed its ads at the concerts as well as promoting the tour with topical and localized video snippets of Williams. These were shared on social media and seeded to the press. Additionally, Café Royal had an ad presence at the Brit Awards, where Williams won the Brits Global Icon Award.