Effies
Australia
How NESCAFÉ Café Creations Brewed a Stirring Coffee Comeback and an ROI to Froth About
Agency
Saatchi & Saatchi Australia
Client
Nescafé
Awards
Bronze
Food and Beverage Brands
Silver
Long Term Effects
Finalist
Return on Investment
Summary
Facing a significant loss of market share, NESCAFÉ Café Creations set out to regain its leadership in the coffee mixes segment. The brand shifted its strategy from focusing on occasional indulgence to becoming an everyday habit. Its 'Now's Good' campaign reframed the coffee break as a mini-moment that can always be found time for. This approach successfully drove more people to drink the coffee more often, cementing its place in coffee repertoires and leading to remarkable year-on-year growth. NO CASE STUDY AVAILABLE.
Credits
| Martin Brown | BEO, Beverages, Oceania | Nestlé |
| Olga Starus | Head of Marketing, Coffee | Nestlé |
| Natasha Jonest | Marketing Manager, Nescafe Cafe Creations (2022 onwards) | Nestlé |
| Deborah Kerslake | Consumer Insights Coffee | Nestlé |
| Siddarth Kajale | Marketing Manager, Nescafe Cafe Creations (2021-2022) | Nestlé |
| Iona Macgregor | Chief Strategy Officer | Saatchi & Saatchi Australia |
| Rachel Walker | Chief Strategy Officer | Saatchi & Saatchi Australia |
| Toby Aldred | Managing Director | Saatchi & Saatchi Australia |
| Claire Thompson | Group Account Director | Saatchi & Saatchi Australia |
| Suzanne Leddin | Group Account Director | Saatchi & Saatchi Australia |
| Isabel Corlett | Senior Account Manager | Saatchi & Saatchi Australia |
| Nick John | Account Director | Saatchi & Saatchi Australia |
| Adelaide Day-Collette | Senior Planner | Saatchi & Saatchi Australia |
| Caitlyn Burton | Planner | Saatchi & Saatchi Australia |
| Caitlin Alcock | Planner | Saatchi & Saatchi Australia |
| Mandie van der Merwe | Chief Creative Officer | Saatchi & Saatchi Australia |
| Avish Gordhan | Chief Creative Officer | Saatchi & Saatchi Australia |
| Michael Barnfield | Creative Director | Saatchi & Saatchi Australia |
| Sam Chappell | Creative Director | Saatchi & Saatchi Australia |
| Robert Bamford | Senior Art Director | Saatchi & Saatchi Australia |
| Ben De Klerk | Senior Copywriter | Saatchi & Saatchi Australia |
| Kris Katalbas-Hagamann | Director | Kantar |
| Sally Kennedy | Group Director | Kantar |
| Melissa Carey | Partner | Fiftyfive5 |
| Madeline Mann | Senior Client Director | UM |
| Erin McBean | Production Director | Infinity Squared |
| Louise Blackwood | Group Client Partner | OpenMind |
| Celia Blackwood | Managing Partner | OpenMind |
| Matt Ogilvie | Client Partner | HerdMSL |