Nescafe has taken its coffee on the go with the launch of a new ready-to-drink Iced Coffee range in Australia, supported by ‘Always Ready’, an integrated campaign from Saatchi & Saatchi Australia.
With nearly 40 per cent of Gen Z’s out of home coffees being cold, Nescafe Iced Coffee has been designed as the perfect everyday carry for a generation that’s always on the move. Whether it’s the morning commute, a study session, an afternoon catch-up or a spontaneous change of plans, it’s the ideal companion to stay ready for whatever comes next.
Available in Iced Latte, Iced Mocha and Iced Caramel Latte, the new range brings Nescafe into a ready-to-drink 237mL aluminium can.
The integrated campaign celebrates young Aussies who embrace spontaneity and make the most of every moment, positioning NESCAFÉ Iced Coffee as the grab-and-go companion that helps them keep pace with wherever the day takes them.
“Young Australians are constantly on the move and looking for products that can keep up with them. NESCAFÉ Iced Coffee is designed for those moments when plans change, opportunities pop up and the day takes an unexpected turn. It’s a delicious, iced coffee that’s always ready whenever you are,” said Nestle head of marketing beverages ANZ Melissah Toomey.
“Gen Z are right at the beginning of their journey into coffee. They aren’t into fuss and formality. For them, it’s all about great taste and convenience. Our campaign captures the spontaneity and energy of simply going with the flow, with a NESCAFÉ Iced Coffee in hand, so you can be ‘Always Ready’ for where the day takes you,” said Saatchi & Saatchi Australia creative director Michael Barnfield.
The hero video assets were directed by Gabriel Gasparinatos of Revolver, with original music composed by Helena Czajka of Mighty Sound. The media strategy and execution was developed and led by WPP Media OpenMind. The campaign will run across social, online video, OOH and retail – with post production and content adapted and built by Nestle’s in-house content studio partner Shuttlerock. HERD MSL has led an earned media, social and creator approach, further brought to life with brand experiences and sampling led by Yakusan.
Credits
NESTLE
Martin Brown, Business Executive Officer, Beverages
Melissah Toomey, Head of Marketing, Beverages
Jessica Smith. Marketing Manager, Cold Coffee
Isabella Pipolo. Brand Manager, Ready to Drink
Anneliese Douglass. Marketing & Communications Director
Charleen Hughes. Head of Content
Gwendolyn Jimenez. Internal Production Manager
Emma Wilson. Consumer PR and Social Manager
Alice Duong, Media Manager
Deborah Kerslake, Insights Manager, Beverages
SAATCHI & SAATCHI AUSTRALIA
Toby Aldred, Managing Director
Avish Gordhan, Chief Creative Officer
Michael Barnfield, Creative Director
Sophie Harper, Copywriter
Alvin Zhong, Art Director
Tim Mottau, Head of Strategy
Caitlin Alcock, Strategist
Claire Thompson, Group Account Director
Isabel Corlett, Account Director
Sophie Stitt, Account Manager
HERD MSL
Matt Ogilvie, Executive Director
Tammy Gerrety, Head of Influencer & Talent
Sophie King, Account Director
Rhiannon Hughes, Freelance Group Account Director
Ciara Wylie, Account Director
Michelle Kundodyiwa, Social & Influencer Account Director
Zabrina Ablitt, Influencer Account Manager
Olympia Horsley, Influencer Account Executive
Tara Seeto, Account Coordinator
