NESCAFÉ – Pour it, Mix it, Hack it

Challenge

With Gen Z turning to TikTok and social platforms for coffee inspiration, we needed NESCAFÉ Espresso Concentrate, a new at-home product, to appeal to Gen Z in a way that felt native to trend culture, and impactful beyond social platforms.

Idea

We collaborated with a diverse group of TikTok creators to develop unique iced coffee hacks using NESCAFÉ Espresso Concentrate.

Our goal was for each creator to showcase the product, its versatility, and the broader ‘hack’ concept through their social channels, demonstrating just how easy it is to get creative with the product at home.

To extend the experience beyond social media, lead talent Ayesha Madon and select influencers hosted the Hack Café, an immersive, in-person event designed to showcase creators’ iced coffee hacks. The activation further amplified the Pour it, Mix it, Hack it conversation through earned media.

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Results

• 28 pieces of influencer content
• 9M. views
• 10% average engagement rate 
• 10,8M+ earned reach
• Contributed to the growth of the coffee concentrates segment