NESCAFÉ faces the daunting task of capturing the hearts of a predominantly tea-loving population. However coffee, unlike its rival tea, deals with a seasonal consumption pattern, as NESCAFÉ delves into the mysteries of why coffee enthusiasts, typically active in winter, abandon their beloved beverage when summer arrives. A revelation unfolds—deep-rooted myths surrounding summer coffee consumption such as "Coffee and summers don't go together," or "Coffee darkens the skin," or "Coffee is inherently hot" echo through the masses. These claims lack scientific validation, yet they stand as barriers preventing year-round coffee enjoyment. The stage is set for NESCAFÉ to redefine the narrative, to arrest seasonal decline of NESCAFÉ by convincing people it has no adverse effects on health when consumed in summers by debunking coffee myths that hinder consumption in summers.

To achieve the following objective - Increase coffee consumption in summers and expand consideration beyond winter.

Hot Coffee when ordered, made or even picked in summers becomes the centre of conversation in Pakistani household’s. People will literally say anything to stop you from having your coffee. The solution? NESCAFÉ's epic comeback campaign! We're arming coffee lovers with the ultimate arsenal of witty comebacks and roasts to shut down those pesky myths. In our YouTube series, we follow two siblings in their daily coffee ritual. But when the last sachet disappears, it's game on! Watch as the brother spins wild myths to snatch his sister's coffee, only to be outsmarted at every turn. But wait, there's more! We took the battle to Instagram and TikTok, where influencers tackled myths like pros. Every year, each influencer; from the health, fitness, food and skin category got their own myth to bust, along with the Myth Generator filter that conjured up random coffee myths for them to debunk.

Our strategy commences with a commissioned research (survey based) to understand exactly what the prevalent barriers are for summer consumption of coffee amongst our TG. The results showed the top reasons as:

• Coffee is detrimental to the skin, causes darkening and pimples.

• Perceived as "hot" in the thermogenic sense, affecting its consumption in warm weather.

• Lacks nutritional benefits.

Our target audience comprises digitally fluent Gen Z and millennials, aged 16 to 24, predominantly residing in segments A/B. These cohorts symbolise ambition and modernity, with taste buds eager for new experiences. Recognising their influence in trendsetting and norm-challenging, NESCAFÉ aims to captivate their allegiance. Leveraging the authenticity and reach of influencers across YouTube, Instagram, and TikTok, we aimed to engage our audience on platforms they frequent. Through a myth-busting series portrayed in relatable scenarios, we aim to dispel misconceptions and position NESCAFÉ as the choice for summers.

NESCAFÉ's branded content featured witty exchanges between Gen Z siblings, tackling coffee myths head-on. Each episode addressed common statements about summer coffee consumption:

"Don't drink hot beverages in hot weather" - armed coffee lovers with clever comebacks.

"Who drinks coffee in summers?" - highlighted the rising trend of summer coffee, challenging the belief that Pakistanis avoid it.

"What's the point in having coffee?" - revealed coffee's nutritional benefits.

The series concluded with siblings reconciling, converting a summer coffee skeptic into a fan. On Instagram and TikTok, we engaged followers with iconic moments and summer coffee poetry. Influencers in fitness, health, food, and beauty endorsed summer coffee, using filters and stickers to debunk myths while promoting its benefits. Extensive PR efforts amplified our love for coffee during summer.

1. Big deseasonalization impact with +32% Increase in Servings in the summer months in 2023 vs 2022

2. 77% Sales growth in the period of the campaign vs same period last year

3. +10.2% (1020 bps) increase in the Penetration (P12M)

4. 30 bps increase in the Brand Health Powerscore in Q3 ‘23 vs last year

5. 200 bps increase in the Top Of Mind for the brand in Q3 ‘23 vs last year

6.360 bps Improvement in Imagery “I can drink coffee without worrying about my health”

7. 8.08% relative lift for YouTube on Ad Recall

8. 50%+ highest recorded VTR (16.84% benchmark)

9. With 55M+ impressions and 10M+ people reached on YouTube

10.13% Consideration lift on video views

11.100+ Million impressions on Meta

12. 460+ Million total impression across all platforms (google + meta)