NESCAFÉ – Iced Clutch Hack

Challenge

To recruit a new generation of Gen Z iced coffee drinkers, NESCAFÉ sponsored the TikTok Awards, but we set out to be more than a logo on the media wall. Through a disruptive brand act that creators, media and audiences would engage with and amplify beyond the event,

Idea

We created a first-of-its-kind iced coffee clutch and hacked the TikTok Awards red carpet. Carried by creator, Tina Provis and filled with real NESCAFÉ Espresso Concentrate, it amplified the campaign’s creator, sampling and branded moments, turning a sponsorship into something creators and fans actually talked about.

 By hacking culture, not just coffee, the campaign helped double the coffee concentrate category in Australia in a year, and established ‘iced coffee hacks’ as a new ritual for Gen Z drinkers.

Results

• 15+ creator partners
• 40+ organic UGC
• 6.7% average engagement rate
• 15m. earned media reach