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NESCAFÉ Dolce Gusto
Selling coffee machines to a new generation
An integrated back-to-school campaign for NESCAFÉ Dolce Gusto that turned first-job milestones into a gift-giving moment, under the banner #ADULTING.
- Role
- Campaign strategy & digital marketing
- Industry
- CPG, Food & beverage
- Disciplines
- Marketing
Challenge
NESCAFÉ Dolce Gusto wanted to grow machine sales and brand awareness with millennials, a generation stepping into first jobs and first apartments who did not yet think of pod machines as theirs. Nestlé needed a campaign that met them inside that life moment.
Approach
We built an integrated back-to-school campaign around #ADULTING: the wins and stumbles of early adulthood, with the machine positioned as the gift for people levelling up into real life. Short campaign videos, social placements, email, and a launch offer worked together, all driving to the web store.
Results
The campaign generated 4.5M video views, and 42% of viewers watched the 45 second spots to completion. New users to the website grew 30%, transactions grew 55%, and website revenue grew 74%.
Impact
A heritage brand found a young audience without losing its voice, and the program became a gift-giving playbook for Nestlé. A sharply framed cultural moment moved real product, and the numbers followed.
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