PR professionals have been listed as the largest group of coffee consumers, taking the #2 spot in a ranking of 15 professions. So, there may be a bit of bias behind the appreciation for Nescafe Dolce Gusto and their newest brand campaign!
To launch two new coffee machines, Oblo and Jovia, Nescafe Dolce Gusto developed an interactive and engaging campaign to help consumer's find themselves in the product, literally. The social media campaign ran on the brand' Facebook page for a week, and asked fans of the page to participate by describing themselves using only three words. Those three words were then taking to match the fan to the new machine, Oblo or Jovia, which best suited their personality. Once the fan was matched, they were given the opportunity to have their name written out in coffee by a professional calligrapher. Nescafe Dolce Gusto Expresso Intenso served as ink to bring this modern coffee art to work.
This campaign works well for a few reasons, one being that it allows the consumer to connect closely and intimately with the brand. Public relations professionals take time and careful consideration when trying to position brands and products and establish a connection with their audience. Nescafe has managed to force the consumer to see themselves in their brand in the most literal sense.
Most importantly, #coffeegraphy gives consumers something to take away, and help them remember the brand. Coffee shops and coffee makers are ubiquitous, with a Starbucks on almost every corner of every major city. The coffee industry is not at loss for competition between brands. What sets those brands apart? Experience. #Coffeegraphy provides a consumer experience that other brands haven't touched yet.
What do you think of the #coffeegraphy campaign? Does it peak your interest in the brand and products? Share with us in the comments!