THE ASK

Launch NESCAFÉ’s first ambient multiserve iced latte into a category dominated by chilled products and café culture - and make sure it didn’t get lost on shelf.

With Gen Z and Millennials unlikely to discover new drinks through traditional media or aisle browsing, the challenge was to build belief fast: spark trial, prove barista-style quality firsthand, and inspire consumers to actively seek the product out in-store.

THE RESPONSE

Backup reimagined sampling as the primary persuasion channel, moving trial beyond the aisle and into high-footfall commuter hubs, shopping centres and cultural moments - including Pride in Merrion Square.

Over 4 weeks, we delivered a national roadshow across 17 prime locations, serving the product ice-cold in environments where iced coffee felt natural and relevant.

A bold, coastal-inspired design system featuring striped canopies, teal slatted façades and vibrant colour blocking injected summer energy into everyday spaces, while oversized 3D pack replicas strengthened recognition and recall.

To extend reach, CGI content showing the product “arriving” into Connolly Station was amplified across venue social platforms priming recognition beyond live activations.

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THE RESULT

33% share of the iced coffee multiserve market within 7 weeks of launch (across combined experiential and OOH activity).

22,000 samples delivered
Activated across 17 high-footfall locations nationwide
Average 28,000 daily footfall per location
206,000 combined reach via venue social platforms

By elevating sampling into a strategically timed, creatively executed experience, Backup helped NESCAFÉ turn trial into belief - and belief into meaningful early market share in a competitive category.