Cannes Lions

ALARM CAP

PUBLICIS MEXICO, Mexico City / NESCAFE / 2014

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

During the first phase, we aimed to achieve buzz and free press by targeting opinion leaders and brand lovers.

We turned a disposable object such as an instant coffee jar, as iconic as it may be, into a coveted design object that invites Nescafé lovers to interact with, every morning.

We created the Nescafé Alarm Cap: a combination container lid and alarm clock. When affixed to the Nescafé bottle, the lid coaxes customers out of bed with seven different alarm sounds—from bird chirps to other sounds scientifically designed to gently stimulate the mind—synchronized to a pulse of light. To turn the alarm off, the lid must be unscrewed from the container, thus encouraging the consumption of coffee inside.

We sent kits that contained a Nescafé jar, a mug and the limited edition Alarm Cap to the most influential opinion leaders both locally and internationally as well as Nescafé® brand lovers. We strategically reached the design and maker world to convey the message that a mega brand bring something to the next level of fabrication.

Execution

The Alarm Cap had to incorporate all the stimuli that help us awaken every morning. Through research, trial and progressive fine-tuning, we managed to create smooth nature inspired light and sound sequences that led to Nescafé’s most valued asset: it’s aroma.

Outcome

By targeting the most influential opinion leaders both locally and internationally we achieved unprecedented buzz and free press for the brand. Additionally we turned a disposable object such as an instant coffee jar, as iconic as it may be, into a coveted design object that invites Nescafé lovers to interact with it every morning.

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