Nescafe Promotion Campaign

Nescafé Ready-to-Drink (RDT) needed a campaign that would not only drive sales but also increase consumer engagement through an interactive promotion. The challenge was to create excitement around a scratch-and-win lucky draw while reinforcing Nescafé’s brand essence—refreshment and energy. The campaign needed to appeal to a younger audience while making the promotional mechanics feel dynamic and rewarding.

We developed the “More,More,More” campaign, emphasizing the idea that with every sip of Nescafé, consumers refresh themselves and get more chances to win. The campaign blended a gamified experience with a high-energy creative direction, ensuring both engagement and brand recall.

To bring this vision to life, we introduced three animated brand ambassadors—Y3LLO, Moolar, and GRACE—each representing a vibrant, youthful, and energetic persona. These characters became the face of the campaign, appearing across multiple assets:

Animated Video Series: Three engaging, game-inspired videos featuring the ambassadors, reinforcing the theme of “leveling up” through refreshment and rewards.

To further enhance the campaign’s energy, the promotional video’s music was designed to emulate a game soundtrack, with rising key changes to create a sense of momentum—mirroring the “more and more” concept of the campaign.

Key Visuals & POSM: Developed eye-catching promotional materials, including sticker packs, bus wraps, and retail displays, ensuring strong in-store presence.

Live Sales Campaigns: Brought the promotion directly to consumers through experiential marketing, activating sales on the ground.