Nescafé
"Greet the Dawn with Nescafé Instant"
"Greet the Dawn with Nescafé Instant"
Case Study: In the Czech Republic, Nescafe has long had a difficult time connecting with the younger generations, as instant coffee drinks are considered the drink of their parent's generation. The client was looking for ways to counter this image, so instead of just simply running ads in the young adult magazines, I suggested that they become the general sponsors of a major summer techno festival, the highlight being the opportunity it provided them to give out over 10,000 free samples of their instant coffee beverages to tired but happy 'ravers' as the sun came up in the morning. The Nescafe logo was also featured prominently on the flyers, print ad and posters for the event.
