To launch NESCAFÉ Mocha in the Philippines, NESCAFÉ had to establish brand affinity with the Gen Z (Millenials) a generation that recognises NESCAFÉ as “their parents’ cup of coffee”.
Research showed that content creation is influential amongst Gen Z’s so instead of talking to the audience directly, the brand tapped into creators who best represent the audience’s interests and received authentic endorsements of the NESCAFÉ product.
Here’s how NESCAFÉ worked with Alex Wassabi and the Filharmonic to achieve their brand objectives.
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