Client: Nestle Adriatic
Brand: Nescafe 3in1
Associate Creative Director: Andreja Nježić
Senior copywriter: Ivan Westerveen
Planning Director: Tatjana Milnović
Art Direction/Design: Sonja Jovetic
Year: 2015
BACKGROUND: After many years, Nestle Company have decided to launch in Serbia two new Nescafe 3in1 Instant Coffee flavours, vanilla and caramel.
CHALLENGE: Our task was to make this two ordinary flavours interesting. But how to make such ordinary flavours to become interesting?
SOLUTION: We looked closer to vanilla and caramel traits. Then we stopped to talk about flavours, and talked about people, characters and aspirations. Therefore we decided to transform vanilla and caramel into two different lifestyles and brought their competition to internet. We have created #sovanilla and #socaramel world. TV, billboards, radio, print, social media... Because we are all #sovanilla or takokaramela. Soon, people begun to identify with #sovanilla and #socaramel characters. #sovanilla and #socaramel have become ubiquitous on the social networks. When the interest has reached its peak, we revealed our products and started its battle. Two well-known bloggers were chosen to be leaders of on-line competition. We launched micro site 'Flavour battle' and asked consumers to compete for their flavour.
RESULTS: The reception was fantastic. The competition has spread all over the internet. Over 60.000 people have voted for their flavor on the micro site, we got 188.325 likes on Instagram and we attracted attention of 325.000 consumers on Twitter. During the final tweet-up event we had 550.000 impressions. And eventually, in the big final, the tender and sweet #sovanilla have won.
Note: Translation of copy from Serbian to English is made for portfolio purposes only.