The Product. Nescafé Clásico Instant Coffee

The Positioning. It all starts with a Nescafé.

The Campaign. In Latin countries, it is customary after a meal to drink coffee and converse. Often times, the sobremesa is the best part of the meal. What would a sobremesa be like without the coffee? We invited groups of friends to dinner, hid some cameras, and found out.

Roles: Campaign lead, content strategist, lead copywriter, production lead (agency), post-production lead (agency)

We created fun “Sobremesa Kits” with Nescafé mugs, coffee, and this postcard which explains the sobremesa tradition. We sent the kits to our partner influencers who hosted their own sobremesas and shared their experiences with their followers using the hashtag #MomentoNESCAFE.

Results: The online video outperformed any previous Nestlé creative fivefold and also earned record engagement.