Nescafe launched an integrated marketing campaign aimed at reclaiming its brand positioning with the tagline 'It all starts with a Nescafe', emphasizing coffee's role in friendship and sharing. The campaign included a video featuring a struggling comedian and encouraged viewers to share their stories online, resulting in significant engagement and increased brand value. As a result, Nescafe experienced a substantial sales increase and a notable growth in its user base by the end of 2014.

1. Integrated Marketing Campaign
Analysis
Presented by
Bitasta Bhadra
PGCM4/1407
Universal Business School
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2. Table of Content
• Situation analysis
• Objectives of IMC
• Structure of IMC
• Execution
• Outcome
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3. Situational Analysis
Nescafe, a leader and pioneering brand for 75 years decided to reclaim its
know-how of the coffee experience with a new brand baseline ”It all starts
with a Nescafe” which highlights the opportunities that can be triggered by or
around a cup of Nescafe.
Through this repositioning, the brand
wishes to consolidate its competitive
advantage on the market, as well as
to enhance its iconic potential across
all touch points.
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4. Campaign Objective
• Link Nescafe and friendship-Nescafe wanted to bring back the idea
that coffee is for sharing, and use it to increase brand awareness and
favorability among consumers.
• Brand Rejuvenation
• Rebranding
• Fighting competition from Starbucks, etc.
• Changing consumer perception about coffee being bad for health
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5. Structure of the Campaign
1st Stage: 2 minutes video potraying the story
of a struggling stand-up comedian Rishi, who
also stammers.The ad ends with Rishi crediting
his success to Nescafe – “Thank god for coffee.
It kept me go go
going and kept
you a a awake.”
2nd Stage: Asked people who connect to
the story of Rishi to share it onTwitter with
the Hashtag #ItAllStarts and Nescafe will
select the top 50 entries with a suspense 5
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6. Execution and Outcome
• Sept 5, 2014: A video #ItAllStart was upload onYouTube.
• Sept 6, 2014: 5th position in the all time ads posted by Nescafe India on its
YouTube page.
• Sept 8, 2014: 290,000 views onYouTube, 4281 Facebook fans shared the video,
148,000 followers onTwitter.
• November 2014: Sales $10.5Bn
• BrandValue increased from $6.67mn
to $17.8bn
• Users: 25% growth to 16.88 million by the
end of 2014.
Source: Unmetric.com
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