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The Red Mug
Client
Nescafe
Date
2023
Role
Head Strategist
Gen Z sees coffee as a lifestyle statement, but mostly at cafés. Nescafé Classic, which is an instant coffee mix wants to drive at-home coffee consumption for a new audience. The Red mug, long embedded in everyday coffee culture, was reintroduced as a symbol of belonging. By offering it free with the 100g jar, Nescafé invited the youth to claim the ritual for themselves - using a familiar cultural cue to drive trial, penetration and habit formation.
66% Increase in No of Units Sold during Campaign Time
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