A specialty coffee with regeneration practices launched by creative and strategic actions that celebrate the product and biodiversity.
Client
Nestlé/ Nescafé
Date
2022
We Deliver
Narrative
ESG campaign
Brand activations
Public relations
Opportunity
One of the world's largest food companies is committed to regeneration in 3 pillars by 2025 - and we were asked to structure a narrative and campaign concept to make this idea accessible to consumers. That's how we started thinking about the launch strategy for Nestlé's Nescafé product Origens do Brasil.
Solution
The edition of Origens do Brasil that we needed to launch was Colmeia, in which Nescafé combines the process of respect and care with the production of a specialty coffee - a limited edition of coffee grown using regenerative agriculture. So we created a campaign to launch the product and raise awareness and demand for sustainable coffee. We did this through a main narrative linked to creative activations, as well as a press strategy to launch and sustain it. Our deliverables involved conceiving ideas, managing and executing actions, building the materials and pieces set out in the plan and, finally, monitoring the results.
Results
With more than 20 articles published, the campaign to launch Nescafé Origens do Brasil Colmeia was featured in media outlets such as Exame, Estadão Paladar and Marcas Pelo Mundo, as well as coffee-focused portals such as Review Café, Café que Marca and Espresso. Visits and tastings both in stores and in public places also helped to win the hearts of consumers and, in parallel, to educate about regenerative practices involving bees and fundamental notions of biodiversity.
