Beverage brand Nescafé has hit the road for a geographically-ambitious promotion that saw producers travel to three continents over 22 days to explore the cultural quirks behind the simple act of brewing a cup of coffee.
Inspired by estimates that a staggering 5,500 cups of the coffee are enjoyed every second, the campaign looks at how the brand has established itself as a byword for the brew after expanding availability to over 180 nations.
Carm DaSilva, vice-president of beverages, Nestlé Canada, said: “This presents an incredible opportunity for Nescafé to not just connect with people who already have an affinity for our brand, but also leverage that love for the brand across the world to let all Canadians know that, hey, maybe you should give the world’s favorite cup of coffee a try.”
The debut commission from new creative agency Courage saw the team thrown in the deep end for a whirlwind trip across the planet, accounting for some of those cups as they sought to keep jet lag at bay.
Dhaval Bhatt, co-founder and chief creative officer at Courage, added: “Nescafé is a brand I grew up with. The aroma of the coffee right away brings me back to when my mom would make coffee at home, and the whole house would have this delicious smell wafting through it.
“As we talked to more people, everyone seemed to have their own version of those memories associated with the brand – the way they make it differently in different cultures, or how it’s enjoyed differently in different parts of the world.”
‘World Says Coffee’ encompassed shoots in diverse regions, nations and continents from India to Italy and Canada, with accompanying media executed by UM.