Nescafe believes that “good things start with Nescafe”. And it is with this brand message that the brand competes in China, a nation of tea drinkers. What’s more, unlike in other markets, Nestle are not always market leader when it comes to beverages. Powerful local players compete for “share of throat”, selling teas and beverages that the Chinese are more accustomed to drinking. As such, media such as online TV are hotly fought over. So how could Nescafe cut through the clutter to outsmart, rather than outspend, the competition?

Bucking the trend of garish and ugly pre-roll ads, Nescafe kicked off viewing experiences in China with something pleasant: A 5-second pre-roll “ad” on China’s largest online TV platform, Youku (China’s Youtube). The ad ran in late April 2017, and were shared online afterward.