Nestlé Nescafé
Nescafé Ready To Drink, Hong Kong (2014-15)
the challenge
Nestlé Nescafé Ready To Drink needed to grow trial and repeat purchase among Hong Kong's urban young professionals.
The RTD category was crowded, the product was familiar, and the brand risked being just another can on a shelf, albeit in a limited edition “Lift Up Hong Kong” livery.
The brief: create emotional resonance, not just product visibility.
insight & idea
Hong Kong, at that moment in time, needed lifting up.
The city shared a collective mood of resilience and quiet pride that no major brand was reflecting.
Nescafé had the distribution, the budget, and the right product to be the one to raise a can in its honour.
execution
At Publicis Hong Kong we developed a TV Commercial, a limited-edition packaging, an OOH campaign, and integrated retail activations built around one gesture: people across the city raising cans together.
Warm cinematography, everyday urban scenes, and a metallic limited-edition can with Hong Kong skyline motifs anchored the campaign across TV, MTR stations, billboards, bus wraps, and in-store displays.
results
Strengthened brand perception for local authenticity and community connection.
Limited-edition packaging drove curiosity and gift-like purchasing behaviour, and a campaign that felt genuinely of its time and place.