Inspired by Gen Z's love for iced coffee and TikTok hack culture, Nescafé has unveiled Pour It, Mix It, Hack It - a campaign encouraging iced coffee enthusiasts to personalise their coffee recipes at home using Nescafé’s new Espresso Concentrates range.
The campaign responds to surging demand for coffee hacks on social media, where #coffee content has garnered over 512 million views on TikTok, and iced coffee recipes alone have exceeded 100 million views in the past year.
To connect with this next generation of coffee lovers, Nescafé partnered with Australian actress and musician, Ayesha Madon of Heart Break High fame, to front the campaign, accompanied by Gen Z creators Tina Provis, Breakfast Shirts, and Tom Smallwood.
Each creator developed and shared a unique iced coffee hack across social channels, encouraging iced coffee lovers to share their own hack creations with the Nescafé Espresso Concentrates.
The campaign is anchored by a hero vertical film and stills featuring Ayesha Madon, introducing her as the ambassador and highlights how coffee and hack culture are integral to her creative process.
Nestlé head of marketing – coffee, Olga Starush said to truly connect with younger drinkers, the Nescafé brand needed to show up in their world in a way that felt familiar.
“By tapping into their love for iced coffee, trending TikTok hack culture, and partnering with Ayesha - a creative they already relate to and trust - we've given them a genuine reason to explore new ways to enjoy iced coffee with Nescafé Espresso Concentrates," she said.
Herd MSL Australia executive director for consumer brands, Matt Ogilvie said this campaign demonstrates that creator-led ideas have outgrown single platforms - they now activate across channels to drive real commercial impact.
"By tapping into each creators' unique voice at every touchpoint, we’re building authentic connections that resonate with this audience," he said.
Bringing the creator TikTok hacks to real life, Nescafé launched the Hack Café, a pop-up experience on Bondi Beach for two days.
The pop-up’s TikTok-inspired menu featured each signature hack from the creators, including Ayesha’s Ayesh-ed Pistachio, Tina Provis’ Strawberry Kisses & Cream, Tom Smallwood’s Tiramisu Chill, and Breakfast Shirts’ Call Me Sweetie - an iced latte with a sweet and salty twist.
The activation used a custom-built structure featuring 8 foot dynamic screens and incorporated ASMR elements, displaying TikTok recipe content from each creators.
The campaign is further supported by additional 15-second and 6-second cut-downs, photography, key visuals, and a suite of TikTok hack content developed for organic and paid channels.
Credits:
Client: Nescafé
Head of Marketing: Olga Starush
Snr. Brand Manager: Nicole Creighton
Snr. Corporate Affairs Manager - Brand Communications: Lauren Lecordier & Emma Wilson
Creative, Talent, Influencer & PR: Herd MSL Australia with Publicis Conseil
Experiential: Yakusan
Content:
Director of Production: Ady Neshoda
Director of Photography: Jack Birtles
Producer: Shelly Vincze
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