In response to Gen Z’s love for iced coffee and TikTok hack culture, Nescafé has unveiled “Pour It, Mix It, Hack It,” a new campaign featuring Nescafé’s new Espresso Concentrates range, brought to life via Herd MSL & Publicis Conseil.
The campaign is anchored by a hero vertical film and stills featuring Ayesha Madon, actress in Heart Break High, fronting the campaign. It also features Gen Z creators Tina Provis, Breakfast Shirts, and Tom Smallwood.
It is supported by 15-second and 6-second cut-downs, photography, key visuals, and a suite of TikTok hack content developed for organic and paid channels, amplifying reach across social-first platforms.
“To truly connect with younger drinkers, the Nescafé brand needed to show up in their world in a way that felt familiar,” said Nestlé head of marketing, coffee, Olga Starush.
“By tapping into their love for iced coffee, trending TikTok hack culture, and partnering with Ayesha—a creative they already relate to and trust—we’ve given them a genuine reason to explore new ways to enjoy iced coffee with Nescafé Espresso Concentrates,” added Starush.
Each creator developed and shared a unique iced coffee hack across social channels, sparking interest and encouraging iced coffee lovers to share their own hack creations with the Nescafé Espresso Concentrates.
“This campaign demonstrates that creator-led ideas have outgrown single platforms—they now activate across channels to drive real commercial impact. By tapping into each creators’ unique voice at every touchpoint, we’re building authentic connections that resonate with this audience,” said Herd MSL Australia executive director for consumer brands, Matt Ogilvie.
Nescafé launched the Hack Café, a pop-up experience on Bondi Beach for two days. The pop-up’s TikTok-inspired menu featured each signature hack from the creators, including Ayesha’s Ayesh-ed Pistachio, Tina Provis’ Strawberry Kisses & Cream, Tom Smallwood’s Tiramisu Chill, and Breakfast Shirts’ Call Me Sweetie—an iced latte with a sweet and salty twist.
Following the launch, ‘Pour It, Mix It, Hack It’ will expand through summer with further TikTok creator partnerships, each showcasing iced coffee hacks and recipes using Nescafé Espresso Concentrates.
Credits:
Client: Nescafé
Head of Marketing: Olga Starush
Snr. Brand Manager: Nicole Creighton
Snr. Corporate Affairs Manager – Brand Communications: Lauren Lecordier & Emma Wilson
Creative, Talent, Influencer & PR: Herd MSL Australia with Publicis Conseil
Experiential: Yakusan
Content:
Director of Production: Ady Neshoda
Director of Photography: Jack Birtles
Producer: Shelly Vincze
