NESCAFÉ ICED COFFEE

Right Place. Right Time. Right Temperature.
The launch that shook up the iced coffee market.

TL;DR: To launch NESCAFÉ’s first ambient multiserve iced latte, Backup moved discovery beyond the aisle and into real life. Through a strategically placed, creatively led national roadshow, we transformed traditional sampling into a high-impact driver of belief and in-store intent — delivering 22,000 trials across 17 locations and helping the range capture 33% of the iced coffee multiserve market within 7 weeks.

"From brief to response-to-brief to implementation, Backup Marketing demonstrated an excellent understanding of our target market, Gen-Z and Millennials. The key ask was to activate a high-impact experiential campaign, the emotional spark for the campaign was based on a straightforward insight : I would love to be able to make high-quality iced coffee drinks at home with ease.

From the creative direction, which was a seamless interpretation of the brand guidelines, to recruiting fantastic Brand Ambassadors, to the execution on the ground across shopping malls & high traffic transport hubs in the Dublin and Greater Leinster areas & Pride Festival, it was a pleasure to work with the Backup Marketing team.”

Carol Ann Deasy
Marketing Manager, NESTLÉ