Nescafe: Next dalgona hunt

Nescafe, the coffee brand, changed its perception among customers in Indonesia.

Campaign details

Brand: NESCAFE Lead Agency: PUBLICIS GROUPE INDONESIA Region: APAC

Strategy

Objective

Indonesia being a country where roast & ground coffee is considered to be the real and authentic coffee, instant coffee tends to take a back seat only starting to perceived as product that is not versatile, served only as hot bitter or hot sweet