Nestle Brazil launches new campaign and visual identity for its Nescafe Gelado Pronto para Beber line; the campaign focuses on versatility and convenience for different consumption moments

SAO PAULO , November 2, 2023 (press release) –

Nestlé has launched a new campaign and visual identity for its Nescafé Gelado Pronto para Beber line. The campaign, created by Wunderman Thompson and FutureBrand São Paulo, focuses on versatility and convenience for different consumption moments. The new packaging features colors and textures that are familiar to the European market, aiming to connect with the Brazilian audience. The campaign targets the Gen Z audience, showcasing the various ways to enjoy a cold coffee throughout the day.

Key Highlights:

* The goal is to highlight how Nescafé Gelado can be incorporated into imperfect moments, without the need for a coffee break.

* The campaign includes 10-second films that will be shown on various media platforms starting from October 24th .

* Nestlé aims to position Nescafé as a brand that can be enjoyed at any time of the day, catering to the busy lifestyles of consumers.

Original Press Release:

São Paulo, Nov. 1 -- Nestlé issued the following news release:

- Following the concept “Perfect for Imperfect Moments”, agencies come together to explore the versatility of packaging linked to different moments of consumption

To communicate the launch of the new Nescafé Iced Ready to Drink flavors, the agencies Wunderman Thompson and FutureBrand São Paulo present an advertising campaign and new visual identity for the line, which focus on versatility and practicality for different moments of consumption – Perfect for Imperfect Moments.

The work began with the central concept of “Unveiling tasty moments”, by FutureBrand , which understood the launch as a line full of personality, with flavors that are a journey of sensations through creaminess and degree of intensity, becoming choices that generate moments of pleasure in the right measure – concepts translated into new packaging. In this way, the bottles bring the traditional palette of colors and textures from the European market to the national market, generating easy identification at the point of sale and connection with the public.

“ Based on Nescafé's positioning, we developed collaborative sprints to build a brand experience platform to be inspired by how it would be unfolded, visually, across different materials and physical and digital touchpoints. The results were packaging with a more modern look and that gives a feeling of fluidity, the ideal set for generation Z who is always on the move looking for practical alternatives that fit into their daily lives”, reinforces Filippo Vidal , partner and director from FutureBrand São Paulo.

With this idea, Wunderman Thompson planned and created a campaign, having the fundamental role and strategic look to get closer to generation Z, which is the launch's target audience, showing the different ways of drinking an iced coffee that Nescafé proposes with the releases. The scenes chosen show that it is possible to consume the drink in any situation throughout the day, without the need for a coffee break, which is not always possible during the rush of everyday life.

“ Usually coffee campaigns present consumption as a perfect, contemplative moment, a true ritual. We wanted to show the opposite, which is precisely in imperfect moments that Nescafé Gelado can come in and make your day more enjoyable. That's why we innovate in communication and take consumption to the street, with a language that proposes movement and a sensory that shows the beauty of allowing yourself a moment of pleasure even without having time for a break " - Sabrina Villar , Creative Director at Wunderman Thompson .

The campaign wants to show how simple it is to include any of the four flavors of Nescafé Ready to Drink in imperfect moments that happen throughout the day, and this is what will be shown in all the media that will be explored. The intention is to bring ordinary people in less than perfect situations allowing themselves a moment of indulgence, even without having time to take a break for it.

“ Brazil is today a market with a growing trend in the consumption of iced coffee, already responsible for more than 5% of the total number of cups consumed. As a continuation of our investment in the Nescafé brand beyond soluble products, we want it to be the consumer's allied brand at any time of the day. As we don't always have time to enjoy the entire coffee ritual, ready-to-drink drinks arrive for this moment and our campaign explores exactly this and seeks to invite the public to try the line of Nescafé Iced Ready to Drink, ideal products for moments when the break is not always an option and practicality becomes the ally of routine ”, points out Amanda Santos , Ready Drinks Marketing Manager at Nestlé.

The Nescafé Ready to Drink campaign features 10-second films that will be broadcast on Social, Programmatic, DOOH, and Geofencing, starting on October 24th .

About Nestlé

Nestlé has been operating in Brazil for over 100 years and continues to renew its commitment to society, as a mobilizing force that contributes to bringing nutrition and well-being to billions of people, creating an environment of inclusion and opportunity for thousands of Brazilians and be the most sustainable food producer in the country. The company employs more than 30 thousand people in Brazil and has 20 industrial units located in the states of São Paulo, Minas Gerais , Bahia , Pernambuco , Goiás , Rio de Janeiro , Rio Grande do Sul and Espírito Santo, in addition to nine distribution centers and more than 50 brokers (responsible for sales, promotions, merchandising, storage and distribution). Committed to good practices that go from the field to the consumer's table, the company has thousands of supplier producers participating in quality programs in the cocoa, coffee and milk chains, which guarantee sustainable production and bring modernity to the countryside. In addition, it maintains initiatives in factories such as minimizing the use of water and energy and reducing emissions, reforestation actions and continuous innovations in increasingly sustainable packaging. Nestlé Brasil is present in 99% of Brazilian homes, according to a survey carried out by KantarWorldpanel.

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Source: Nestlé

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