The idea is ‘Nescafé captures coffee at its brightest’.

To communicate this we created the ‘The Spark’, a metaphorical representation of all things good about coffee that Nescafé captures: taste, naturalness and freshness.

This campaign uses digital outdoor formats to dramatise how Nescafé capture ‘The Spark’ from nature, summarised in the line, ‘We Capture Coffee at its Brightest’.

Since we are at such an early stage we do not have sales data that can be directly attributed to communications; however, brand tracking demonstrates a significant improvement in perceptions of the Nescafe brand.Following exposure to the campaign, the number of people who considered Nescafé to be an iconic brand increased by 12%, while the number of people who perceived Nescafé to be natural increased by 10%.