Nescafé was sliding into “old-school” territory in China—way too dated for the cool crowd. Our mission? Flip that vibe with a trendy spokesperson and some dope guerrilla moves. Fresh off the white coffee love campaign, we went hard—digging deeper into the mindset to spark a real buzz. We nabbed the second winner of China’s “The Voice,” a total star, and had her belt out a love song tied to our last TV spot. That’s right—love was still the jam.
It hit solid, but with teens—the future crew—it went wild. This popular talent had ‘em hooked. The payoff? A stunning 100 million free views on a 3-minute music video, “NESCAFÉ” plastered everywhere. No budget flex, just pure hype. Who’s topping that?
We’re killing it for Nescafé, turning an aging brand into the teen scene’s next obsession. Ready to sip this buzz?
Why This Bangs:

• Cool & Edgy: “Dope,” “belt out,” and “wild” keep it young and vibey.
• Strategic “We”: Frames “we” as the slick crew driving the turnaround.
• Core Hits: Tackles the aging perception, ties into the love campaign, and lands the teen buzz with a music video flex.
• Results Pop: 100 million free views feels massive and effortless—total win energy.