Nestlé
Nescafé Ready To Drink, Hong Kong (2014-15)
Goal / Objectives
Reinforce NESCAFÉ RTD’s presence in Hong Kong through emotional resonance; foster a sense of community, pride, and optimism among Hongkongers; spark trials of the limited edition packaging and increase repeat purchase; leverage storytelling to differentiate in a crowded RTD market.
Target Audience
Urban dwellers, commuters, young professionals aged ~20-35; those who appreciate both modern lifestyle and local identity; snack and beverage consumers on the go.
Structure & Narrative:
Opening: everyday urban scenes, commuters on escalators, MTR rides, street vendors, office workers — showing the lived Hong Kong rhythm.
Moments of connection: hands exchanging NESCAFÉ RTD cans; pouring; small gestures of kindness — offering a drink, sharing among colleagues/friends.
Rise in emotional tone: ambient city sounds shift to uplifting music; visuals move from individual frames to group scenes.
Climax: scenes of multiple people across the city raising their cans together, as if synchronised — symbolic act of “lifting up” the city.
Ending: product close-ups of the limited edition can designs, the NESCAFÉ logo, and the slogan “Lift Up Hong Kong.”
Visual Style & Aesthetic
Warm tones, natural lighting; subdued yet vivid color palette, with emphasis on golds, bronze, warm city lights.
Slow-motion for certain gestures (e.g., opening a can; pouring liquid; smiles), to heighten emotional moment.
Framing that juxtaposes close-ups and wide cityscape shots to bridge personal and communal.
Packaging & Key Visuals
Limited-edition can design used in the TVC matches packaging: skyline motifs, clean type, “Lift Up Hong Kong” slogan prominently displayed.
The packaging uses metallic or accent finishes that catch light in warm tones — referencing sunrise / uplift.
Key visuals for OOH and retail mirror TV framing: scenes of people holding cans, city silhouettes, the uplifting gesture as a motif (raised cans).
Integrated Execution (Touchpoints)
OOH & Out-of-Home Advertising
Billboards, bus wraps, MTR station posters using freeze-frames or visuals extracted from the TVC — especially the “raising cans” moment.
Retail / Point-of-Sale
Limited edition packs on shelf, displays shaped to suggest uplift or rising (tiered display panels); possibly using lighting to emphasize metallic finishes.
Sampling and Events
Pop-ups in high foot traffic areas (e.g. Central, Causeway Bay), with hands-on experience of the product, matching the emotional tone of everyday interactions.
Digital & Social
Short clips and teasers drawn from TVC; behind-the-scenes; user engagement via “share your ‘lift’ moment” using the slogan.