In the Spring Festival , Nescafe how to stand out and increase the purchasing motivation is the priority of Nescafe. A stunt is needed for the sales of Nescafe “New Year ” gift box .Through an interesting idea to establish new drinking scene, creating a story links Nescafe.The aim is to strengthen the instant coffee drinking scene and refreshing function, upgrade the Nescafe as the Spring Festival gifts and communicate with the target group in depth.

Increase the purchasing motivation of consumers

Improve the brand awareness in target group and clearly convey product benefits

Enhance the communication between consumers and Nescafe brand.

Duiring the Spring festival, people spend a long time driving home. They always feel tired, but it is not convenient to drink coffee. So Nescafe cooperate with Scent Lbrary and create a kind of coffee which can be smelled . The Nescafe perfume acted as a gift in package with Nescafe products. When the consumers buy the”New Year”package gift box in the Nescafe flagship store in JD and Tmall ,they can gain Nescafe perfume for free.