Re-launching Nescafe Dolce Gusto with the help of will.i.am

Insights

• For the first time, Nescafé Dolce Gusto (NDG) was enlisting a celebrity ambassador, Will.i.am
• Campaign was opportunity to re-launch the brand in Australia and show trade buyers and partners that it was a brand going places
• Complex restrictions and embargoes meant will.i.am would not be available for the campaign

Moments

• Created an exclusive invite-only event, where NDG could engage with key stakeholders, unveil the new brand campaign and showcase new brand assets
• A recording studio with sci-fi-pop theming were chosen to bring to life the campaign strapline ‘There is nothing like creativity to reinvent a classic’
• DJ and Black Eyed Peas tribute act were used to bring elements of the ambassador’s persona. Futuristic entertainers, graffiti artist, bespoke audio visual celebrated the sci-fi pop theme
• A single event in Sydney with guests flown in from across Australia and New Zealand added to mystery and prestige

IMPACT

• Representatives from all major Australia and New Zealand retailers attended
• Relationships between NDG and retailers blossomed – “I’m really excited about will.i.am. I think it’s going to add a lot of credibility to the brand and really bring a lot of new people into our stores to buy Dolce Gusto machines,” Carene Myers, Business Development Manager, Harvey Norman.
• Electrical sales (coffee machines) grew by more than 104% in 2016