Nescafé has been the leading instant coffee brand in the Mexican market since 1948. Nescafé Clásico is the strongest Nescafé brand therefore it was important to continue building on Nescafé’s primary product attributes, flavor and stimulation. The purpose/role of Nescafé Clásico is to recruit new, younger consumers to the brand, while keeping in mind that it is the primary volume sales generator for the Nescafé brand.Nescafé Clásico Stick is the new packaging format for Nescafé Clásico that identifies with the younger consumers via the communication. The benefit of the new product packaging is its portability as well as its flavor and stimulation. Stick will help rejuvenate the brand and attract new consumers to the category by providing a new way of taking your “cup of coffee” with you wherever you go. The idea was to use a traditional, mass media vehicle (in this case, magazines) in a new and exciting way to call attention to the new packaging of a familiar product. We chose to addressthe most impactful element of any magazine, the cover. Where possible, we created a false cover that, when opened, contained the actual product sample. When this approach was not possible, we incorporated the product into the actual cover shot. In both cases, the Nescafé Clásico Stick print campaign was a stand-out success, lauded by both consumers and advertising industry professionals alike. The Universal McCann media team was faced with a daunting task – reach and attract a new, much younger consumer for a familiar, well-established product that was now being positioned within an entirely different and extremely competitive category. Nescafé Clásico Stick had to compete within the soft drink category in a dynamic and innovative way.Seeking to establish some continuity with the previous year’s campaign, the media team came up with the idea of placing the product itself not only within the magazine itself but also within the cover of certain select, highly targeted magazines. In some cases where product sampling could not be incorporated into the magazine, the product became part of the actual magazine cover shot.

The Nescafé Clásico Stick print campaign was truly innovative in Mexico. The incorporation of the product itself as part of the magazine cover was a never-before seen The campaign concept clearly communicated the dynamism and portability of the product to the new, younger consumers that were Nestlé’s target. It allowed for efficient and effective product sampling that connected immediately with the intended audience.

The Universal McCann media team was faced with a daunting task – reach and attract a new, much younger consumer for a familiar, well-established product that was now being positioned within an entirely different and extremely competitive category. Nescafé Clásico Stick had to compete within the soft drink category in a dynamic and innovative way.Seeking to establish some continuity with the previous year’s campaign, the media team came up with the idea of placing the product itself not only within the magazine itself but also within the cover of certain select, highly targeted magazines. In some cases where product sampling could not be incorporated into the magazine, the product became part of the actual magazine cover shot.