Nescafé is all about starting new things, and that's why our challenge was to own the holiday season as it is an important one in fitting naturally with the brand essence (start new things cup by cup). Our objective was to became a relevant brand among millennials.

We used our own product as a daily couch that helped you accomplish your resolution. We developed a special jar lid with an adapted version of Google home assistant that synced automatically with your mobile and was programed to focus on people's resolutions. We use data intelligence to define the action, and millions of inputs and searches to narrow the options our consumers received each day. We responded with daily curated content that would change depending on the resolution chosen by each user. It was a limited edition to be bought online.

Our target is formed mainly by young enthusiasts who believe anything is possible and they are able to accomplish everything the set out to do.

Our strategy was to use the coffee time they have in their daily routine to link with our brand essence and start new things every time they drink a cup of coffee. This way we become their sidekick for every resolution they want to accomplish every New year.

Taking advantage of the holiday season, we partnered with Google and made a limited-edition of jar lids that could be bought online during the holiday season with an adapted version of Google home. More than 500 resolutions were considered and responded to by the platform.

The assistant helped users accomplish their resolution by sending them periodically curated info based on the data from their mobile devices.

246 different resolutions

more than 500 contents

more than 70,000 invocations

more than 20,000 active users each day

more than 70,000 registered conversations

more than 20,000 accomplished resolutions.