Under pressure to keep growing as a brand in light of new, cheaper local competitors, Nescafe decided to utilize its smaller brand Nescafe 3 in 1 as a recruiter SKU to the brand itself. The brief was clear, get non-users to start using Nescafe 3 in 1 as a jumpstart to their coffee drinking ritual that was in the making.

The music video is a hearty chant from a group of med students who love what they do. They inherited their dreams to be doctors from not only their fathers but their fathers’ fathers. They wear crocs and they pull all nighters so when you get a little sick someone can help you. The chant is fierce but passionate, a true sense of belonging and importance to what is being said, but in a light-hearted context brought so comically to life through music. The video ends with a request, support your school/college and buy your university’s Nescafe 3in 1 pack.

Our campaign launched with 3 online chants, each chant featuring real college students from different disciplines and universities. One chant was from our art students, another from our med students and a third from the commerce students. Each film had a unique chant that depicted the plight and agony that students lived while studying that particular discipline and subject. The med students pulled all nighters, the art students spent a full day to get a shade of pink and the commerce students helped everyone else make money! The tough side to being a student was automatically brought to life, and students everywhere were trying to prove that their discipline was the best. With the films, Nescafe launched over 50 new unique packs of 3in1, each with a unique college. Students around the country could now buy the pack that represented them.