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THOUGHT LEADERSHIP

Nescafé – TV Week Logie Awards

26 Aug 2024

Issue

How do we drive brand reappraisal to ensure Nescafé Gold portrays an ‘idealised version of self’ to Status Seeker audience, that were scalable, sharable and ownable.

Insight

The increasing popularity of gourmet coffee has elevated coffee to more than just a beverage; it’s a lifestyle statement and has become a way to express individuality.

Idea

We took NESCAFE to the Logies as a major sponsor of Australia’s biggest night of glitz and glamour. We provided complimentary coffee to the stars as they walked down our Gold Carpet and took over a range of Logies locations in a PR event of epic proportions.

Impact

306M

impressions from  sponsorship alone

276K

taste tests vs. 250k target

644K

TASTINGS ACROSS ANNUAL ACTIVITY

+13%

INCREASED TRIAL

+9%

Purchase

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