‘How the World Says Coffee’ depicts coffee lovers from around the world asking for Nescafé by name. For them, coffee and Nescafé are synonymous. The film was shot around the world in an effort to authentically depict the rich cultural tapestry that makes up the brand’s global consumer base.

Over 50% of Canadian Nescafé consumers are diverse. Many have come from around the world and have chosen to call Canada home. And while Nescafé is an iconic and beloved brand all over the world, in Canada it’s thought of as just another instant coffee. So for many Canadians, they have an affinity for the Nescafé brand because of its status in their country of origin, but that affinity hasn’t carried over to Canada.

Our task was to persuade Canadians - and especially new Canadians - to love Nescafé as much as they do in the rest of the world. The unlock for our creative idea was a simple but compelling fact - every second 5,500 cups of Nescafé are consumed around the world. This statistic is a testament to the devotion that exists across the globe for Nescafé coffee and a reminder to new Canadians to reconsider the brand.

Not only was ‘How the World Says Coffee’ warmly embraced across the country and beyond, immediately following the launch of the film the brand saw an astounding share point growth of +5.4 points.

Our film was based on the truth that in many places around the world, Nescafé is so ubiquitous that the brand name has become synonymous with coffee. As a result, people will simply ask for Nescafé when they want a coffee in the same way they might ask for a Kleenex when they want a tissue. Over 50% of Canadian Nescafé consumers are diverse. Many have come from other parts of the world and have chosen to call Canada home. So for many of these new Canadians, they are coming from countries where Nescafé isn’t just more popular, it’s iconic.