Nescafé
FutureBrand
2023
Challenge:
Nescafé celebrates 70 years in Brazil. And that’s a big deal. The brand is intertwined with the country's history, and Brazil itself played a pivotal role in the invention of Nescafé. It's an incredible story that deserved a narrative of equal magnitude. However, the product was faced with a limited space to tell it: a label measuring approximately 7x8 cm.
Nestlé wanted to celebrate it in the most Brazilian way possible – by telling stories.Speaking of stories, there's one that not many people know, although its relevance: imagine if the world lost ¾ of all its coffee?
Well… when the NY stock market crashed, it almost happened. And Brazil, which produced ¾ of the world's coffee, almost lost all that volume. That's when the Brazilian government reached out to Nestlé for help, and the innovative soluble coffee called Nescafé came to the rescue, quite literally saving the day.If it weren't for its Brazilian DNA, Nescafé could have been called Nescoffee. Can you imagine?That's why, more than just a product, this is a story about a reciprocal synergy between Nescafé and Brazil, where strengths were built together.
Solution:
On the celebration of its 70 years in the country, Nescafé wanted to exalt Brazil with eyes of admiration and pride for being part of its history. The central concept talks about this reciprocal awakening of strengths. Something that, in plain Portuguese, we call friendship (the beautiful, genuine kind). The idea of a constructive friendship guides the entire narrative thread.To do justice to so many good stories to tell, the label goes beyond being the sole touchpoint and becomes the centerpiece of a much larger campaign, serving as the aggregating element that synthesizes all the narratives and invites the consumer to learn more through other channels.
Still on the labels, the themes are organized by product line: Nescafé Tradicional (red) talks about topics related to Nescafé's innovation, Nescafé Original presents data about the production chain—from sustainability practices to professionals and customers—and the Nescafé Matinal label highlights the people who are part of the coffee chain.
In addition to the labels, the campaign also includes other media:
The sizzle video, which takes an emotional tone, initiates the conversation, and invites the consumer to reminisce and discover curiosities about these 70 years. It's worth noting the soundtrack, which takes a journey through the tones of each era, from the 1930s to the present, guiding the viewer on a time travel experience.
Social content helped reinforce important marks from these 70 years, using an immersive visual language designed to make the viewer feel as if they were there, inside the scene.
Illustration:
As part of the creative process AI was used to mimic the style of the Brazilian grand masters, such as Tarsila do Amaral, Cândido Portinari and others, to create scenes of coffee farms, farms, to the man at the moon.
Once established the style, we created the whole set of illustrations that were used at the labels, merchandise, swags, social and all touch points.
Creative Director: Arnaldo Bastos
Strategy Director: Filippo Vidal
Design Director: Pablo de Vivo
Design: gabriel tropz, Guilherme Silva
motion: Chicho fernandez, cesar quirino
Strategy: thomas omarson, federica botelli
Verbal identity: Luisa Borges
Account: Thamires Crepaldi
