Effies
Australia
How NESCAFÉ made mini breaks into big business
Agency
Saatchi & Saatchi - Part of The Neighbourhood
Client
Nestle
Awards
Bronze
Social Media First
Case Study
Not Available
Summary
NESCAFÉ’s mixes brand Café Creations, while still the market leader in mixes, had been steadily losing share to Moccona over the last decade. This paper shows how Nestlé succeeded in not only halting eroding share, but sent it into growth. Penetration and consumption grew, thanks to a killer insight and a commitment to being continually guided by our consumers through research.
Nestlé NESCAFÉ’s now uses having an attribution model to isolate marketing’s impact from promotions.
Credits
| Toby Aldred | Author / Managing Director | Saatchi & Saatchi, part of The Neighbourhood |
| Iona Macgregor | Head of Planning | Saatchi & Saatchi, part of The Neighbourhood |
| Graham Sweet | Head of Planning | Saatchi & Saatchi, part of The Neighbourhood |
| Caitlin Ammann | Planning Director | Saatchi & Saatchi, part of The Neighbourhood |
| Libby Weston-Webb | Group Account Director | Saatchi & Saatchi, part of The Neighbourhood |
| Claire Thompson | Group Account Director | Saatchi & Saatchi, part of The Neighbourhood |
| Michelle Weekes | Account Manager | Saatchi & Saatchi, part of The Neighbourhood |
| Mike Spirkovski | Chief Creative Officer | Saatchi & Saatchi, part of The Neighbourhood |
| Sam Chappell | Creative Director | Saatchi & Saatchi, part of The Neighbourhood |
| Michael Barnfield | Creative Director | Saatchi & Saatchi, part of The Neighbourhood |
| Ben De Klerk | Copywriter | Saatchi & Saatchi, part of The Neighbourhood |
| Rob Bamford | Art Director | Saatchi & Saatchi, part of The Neighbourhood |
| Michael Demosthenous | Senior Broadcast Producer | Saatchi & Saatchi, part of The Neighbourhood |
| Kris Katalbas-Hagamann | Director | Kantar |
| Sally Kennedy | Group Director | Kantar |
| Melissa Carey | Partner | Fiftyfive5 |
| Sophie Bingham | Managing Partner | UM Media |
| Madeleine Mann | Senior Client Director | UM Media |
| Michelle Alexander | Planning Manager | UM Media |
| Rachael Lonergan | Senior Strategy Director | UM Media |
| Dan Reisinger | Director | Infinity Squared |
| Dave Jansen | Executive Producer | Infinity Squared |
| Erin McBean | Production Director | Infinity Squared |
| White Chocolate | Post Production | White Chocolate |
| Squeak E. Clean Studios | Audio Post Production | Squeak E. Clean Studios |
| Martin Brown | BEO, Coffee & Dairy Oceania | NESCAFÉ |
| Olga Starus | Head of Marketing Soluble Coffee | NESCAFÉ |
| Deborah Kerslake | Consumer Insights Coffee | NESCAFÉ |
| Natasha Jones | Marketing Manager, Coffee Mixes | NESCAFÉ |
| Siddharth Kajale | Marketing Manager, Coffee Mixes | NESCAFÉ |