A YCN competition brief to create a new product innovation, social media campaign and instore promotion for Nescafé Azera. Coffee Prisms are convenient single serving hexagonal prisms of coffee that take their shape from the Azera logo to provide a quick and flexible way to drink coffee that is unique to the Azera brand. The prisms work similarly to a sugar cube, dissolving instantly in hot water. A product that is not conventional in the current coffee market, it provides Azera’s target audience with the flexibility to take a tube with them during the day, allowing them to have coffee wherever they are.

Sold in both ten serving tubes and larger seven tube multipack metal tins, the four current Azera coffee types would all be available as coffee prisms in these two product sizes, with an additional variety tin containing a mixture of types.

The uniqueness of the Azera hexagon and ribbon device flow seamlessly throughout all aspects of the new innovation, creating a consistent identity which makes Coffee Prisms instantly recognisable and stand out amongst its competitors. Three different instore display designs push the hexagon and ribbon identity; aisle, end of aisle and standalone display, allowing product promotion to be flexible depending on store size.

An additional instore campaign focuses on tags attached to trolleys and baskets, providing information on the product and directing the consumer to it within the store. 

The social media campaign gives the consumer a chance to reflect on the world around them. An Azera Instagram filter allows them to share their perspective on the world as they drink their Azera coffee. These images are then shared on social media using #AzeraPerspective and used on digital posters that promote the product and encourage others to take part in the campaign. 

An online microsite collates all the hashtagged images, allowing people to view other perspectives and share them across social media, expanding the campaign reach further.