To make Nescafé a credible partner in our target’s life journey we set out to ease their transition between school and university.We did it in two ways: helping them with exams and assisting them when they decided where to carry on studying.We teamed up with a leading study guide publisher to create a branded educational portal offering more than 1,000 video lectures in subjects such as Polish and Maths to help them prepare for their forthcoming tests.We also created the Nescafé 3in1 University Ranking to help them select where they should continue their studies. This was the largest-ever ranking of Polish higher education and included practical factors such as local amenities, job opportunities and housing as well as academic reputation.

Nescafé 3in1 has become a student essential, as important as text books and notepads.

More than 50,000 content downloads,Total PR value significantly greater than media costs.So while rivals such as Tchibo and Jacobs lost 17-57% of their market share, Nescafé retained its number one ranking and leadership of the instant coffee sector.