How do you revolutionize a sleepy category?
Nescafe
Powdered coffee is boring. You know it and I know. But when Nestle USA decided to look at powdered coffee differently, magical things started to happen.
Italian coffee trends have dominated the US-market since the inception of Starbucks. Cappuccinos, lattes and macchiatos are all the rage. But no one, and I mean no one, believed a powdered coffee could recreate that experience even if it came from the world’s largest coffee brand, Nestle. But with a little bit of sweat equity that is what our team was able to accomplish, and I pioneered a new way of leveraging digital and social media to bring our foaming cup of goodness to life in a virtual sampling environment hosted by a celebrity personality.
P.S. Nescafe Memento not only revolutionized the soluble coffee market by creating a first-of-its-kind coffeehouse quality coffee in the powdered coffee category, it also created radical new ways for consumers to experience our coffee virtually. This led to some of the fastest growing social media acquisitions and engagement ever experienced by the US-brand.
