The Challenge: 

To improve summer coffee consumption by educating people on coffee benefits.

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The Idea:

Facing a seasonal decline in consumption has been an ongoing struggle for the brand. This campaign discovered that the belief, coffee is not meant for summers spanned generations and that too without any specific backing.

NESCAFÉ turned the age-old problem into a content series where two siblings argue in each episode if coffee can be consumed during summers or not. Statements such as "Garmi mein coffee kaun peeta hai?" got shut down with our quick wit.

Now for the first time in the brand's history; a positive turn in sales during summers is witnessed.