A special pack, called Wake Up Box, launches the new Nescafé Azera, linking it to a specific consumption moment: the breakfast over bed. At the very first sight, the pack resembles an unanimous delivery pack. Once opened and turned, it transforms in to a comfy bed tray to have breakfast in bed. In this way, the day can start at its best, with an Espresso as good as the one you can have in a bar, but with the comfort of your bed, in an intimate way.

The key element of the campign is the box itself, that turins into a bed tray to have your own breakfast with Azera in bed. Specifically designed and realized with cardboard, the tray is meant to be used by anyone lying in bed. The campaing started on November 23rd, with the release of the first content on social network to announce that on the Black Friday, starting at 00.00, there would be something special for all Nescafé Lovers.

In less than 23 minutes, more than 9000 Wake Up Box have been ordered from the online store, going almost immediately out of stock. In the next days, it has been necessary to start a new production of that according to the target request on social channels. On social media channels, we gained more than 3.5 million impressions.

The awareness raised of more than 30%, with a purchase index of 45% among the target.