There’s a long debate over Branded Content in Germany. Any advertising has to be clearly labelled as advertising. The debate arose from the old discussion around Germany’s public and private TV. The topic of Branded Content in Germany is still wide open and far from being resolved one way or the other. So, before there is a decision, NESCAFÉ is trying to break new ground in creating and spreading branded content.

NESCAFÉ Scent Alarm was aimed at young people (18-30) as it’s hard to get them to engage with a traditional brand like NESCAFÉ. We placed the first devices where young trendsetters stay when travelling: in top-rated apartments on couchsurfing platforms. At first sight, guests were attracted by the design and the promising wake up experience. That alone generated a lot of interest, making guests share the device and the sensory experience on social platforms. The buzz on blogs and social web created a desire amongst their friends and followers to have a NESCAFÉ Scent Alarm too.

To generate word of mouth, we set up the first devices where young trendsetters stay when travelling: in the top rated apartments of couchsurfing platforms. The unique design of the Scent Alarm is immediately recognized by users – perceived as surprising, new, and convenient.

The alarm/coffee making aspect was taken up – leading to a positive perception change on NESCAFÉ product quality. Based on these results, a wider production run with expanded functionality is being planning at the moment – extending the capacity, and providing direct connection with smartphones. Exclusively produced for selected design hotels around the world.