Nescafé Big Start

As the Nation’s favourite instant coffee, many people wake up to a mug of NESCAFÉ Original every morning. Wanting to take this warming daily brand moment a step further, NESCAFÉ launched the Win A Big Start campaign.  

Win A Big Start took a different approach in engaging NESCAFÉ fans with its brand. What started as a simple on-pack promotion became a globally shared, emotion-packed campaign that has racked up over 15m views so far. Unlike anything NESCAFÉ Original has done before, the Win a Big Start campaign rethought the standard on-pack approach, removed the usual link to purchase, and instead developed a brand affinity (and brand love) campaign with on-pack as a media channel.  

The results from the first three films have been phenomenal. First up was 'Unlucky Dave' nominated by his mates, and then Catherine nominated by her husband Mark and their seven children, and Talia nominated by her best friend Rachael.

Following the success of the online films, the latest part of the series features 'Awesome David', ‘Sleepy Alex’ and ‘Queen Jenny’ across televisions for the first time in the UK. The ads will be followed by social activity and gifting throughout 2016.

15M+
15M+
Views across Facebook, YouTube and Twitter
50K
50K
Likes/Favourites across Facebook and Twitter
90K
90K
Website views
10%
10%
Increase in penetration of under 35s

Awesome Dave's Big Start

Sleepy Alex's Big Start

Queen Jenny's Big Start

Unlucky Dave's Big Start

Talia's Big Start

Catherine's Big Start