Nescafé – Green Blend

The Challenge:
With consumers constantly on the lookout for healthy new drinks, Nescafé wanted to launch an instant coffee that consumers could feel good about drinking. The launch of Green Blend needed to drive awareness of the benefits of coffee with three times the antioxidants of green tea.

The Solution:
We reframed the negative opinion consumers have of instant coffee by showing that Nescafé Green Blend has genuine positive health benefits akin to green tea, all supported by the quality and heritage associated with Nescafé parent brand.

The Idea:
We showed how Nescafé Green Blend can be an indulgent treat that’s also good for you. To do this we associated the product benefit of three times the antioxidants of green tea with the overall well being and relaxation of going to a day spa.