What better way for Dolce Gusto to make a first impression as an art form than to get discovered alongside artists?

We launched Nescafé Dolce Gusto by inviting renowned artists to design and capture their coffee machines. These photos and videos were released online and amplified offline through advertorials in leading magazines.

The value of art is proportional to the number of art-connoisseurs talking about it. And that is how we drove advocacy.

We gave away Dolce Gusto machines to select celebrities, who showed off their latest art creations on Instagram, creating an unpaid endorsement for this new art form among their followers.

We also encouraged people to design and promote Dolce Gusto through a contest to seek out the best-designed coffee machine, further driving advocacy.

#NESCAFÉDolceGustoThailand was the central asset containing photographs from artists, celebrities and consumers – and the consumers got involved and shared their experiences with Dolce Gusto.

Dolce Gusto’s artistic launch raised heads, imaginations, conversations and sales.

Dolce Gusto hit its annual sales target within the first six month.

Inspired more than 800 designers and initiated a thousand new designs for the coffee machine, in two weeks.

Thousands of consumers applied to an already fully-booked design workshop.

As for social media - Instagram celebrity postings accumulated more than 10,000 fans in the launch week, increasing Dolce Gusto’s fan base by 70%. Dolce Gusto’s Facebook fan base grew by 100,000 during the campaign.

Most importantly, we introduced a new art form to Thailand that would forever be stamped with Dolce Gusto.