Effies
Australia
How NESCAFÉ Café Creations brewed up a habit of unstoppable growth
Agency
Saatchi & Saatchi Australia
Client
Nestle
Awards
Finalist
Long-Term Effects - Product
Finalist
Return On Investment - Commercial Under $5 Million
Case Study
Not Available
Summary
In a category that doesn’t grow, NESCAFÉ Café Creations’ “Now’s Good” platform proved long-term behaviour change by turning an occasional treat into an everyday habit. A sustaining habit with the power to defend the brand’s perennial pricing premium and withstand a multitude of economic and competitive pressures. All at the same time.
Credits
| Mandie Van der Merwe | Chief Creative Officer | Saatchi & Saatchi Australia |
| Leif Stromnes | Chief Strategy Officer | Saatchi & Saatchi Australia |
| Lauren Bray | Head of Strategy | Open Mind |
| Sydney Cramb | Client Director | Open Mind |
| Jacqui Purcell | Managing Director | Open Mind |
| Matt Ogilvy | Executive Director | Herd MSL |
| Tammy Gerrety | Head of Influencer and Talent | Herd MSL |
| Sophie King | Account Director | Herd MSL |
| Agatha Hyatt | Social & Influencer Director | Herd MSL |
| Zabrina Ablitt | Influencer Specialist | Herd MSL |
| Sophie Stitt | Account Executive | Saatchi & Saatchi Australia |
| Tim Mottau | Head of Strategy | Saatchi & Saatchi Australia |
| Caitlin Alcock | Strategist | Saatchi & Saatchi Australia |