Campaign: Nestlé strips down to boast natural ingredients

Coffee creamers with only a few ingredients promoted by baristas with even fewer clothes.

Brand: Nestlé Coffee-mate
Agency: 360i
Campaign: Natural Bliss Café

Nestlé teamed up with digital ad agency 360i to market its Coffee-mate Natural Bliss creamer in an authentic and cheeky way. The campaign wanted consumers to take a closer look at the creamer list of ingredients, of which there are only four: milk, cream, sugar, and natural flavor.

On April 24, Nestlé set up a pop-up Natural Bliss Café in New York City, where baristas and some shop patrons mimicked the all-natural contents of the creamer by going "au naturel" themselves, wearing only body paint. The tactic shocked customers and passersby and sparked online conversation. Celebrities Joel Madden, Lil Wayne, and Ashton Kutcher joined in the conversation.

"We employed a cheeky approach because we really wanted to break through and share the product attributes in a fun way," explains Haig Basmadjian, marketing manager of Natural Bliss.

The campaign video of the pop-up café garnered more than 3 million views before Nestlé employed any paid support. By mid-August, the video had received more than 3.5 million views and garnered more than half a billion media impressions.

The campaign was featured in outlets such as Fortune, CNNMoney, and Esquire. Using the hashtag #NaturalBlissCafé, the campaign garnered more than 27 million Facebook impressions.

Before the campaign, Natural Bliss had year-to-year double-digit growth. Although it is too soon to report exact sales numbers, Basmadjian expects a positive consumer response to the campaign that will lift both sales and awareness.

"So far, the feedback and opinions have been overwhelmingly positive, and the campaign has exceeded our expectations," says Sona Iliffe-Moon, PR manager, brand communications, Nestlé USA Beverage Division.

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