Nestle wanted to attract a new younger consumer. Gen Y coffee drinkers have grown up enjoying high-quality coffee from coffee-shops/cafes – expecting the very best. Instant coffee just wasn’t in their consideration set.
A European wide project which began broad with technology platforms. Through co-creation and insight development we connected the lives of Gen Y with a new coffee that delivered all the sensory excitement that they were craving.
The creation and key brand in a new sub-category of micro-ground coffee which is predicted to be 27% of all instant coffee after 10 years.