Nestlé India taps gaming community to promote Nescafe’s new cold coffee range

Mumbai: Nestlé recently expanded its Nescafe Ready-to-Drink Cold Coffee range in India, to meet the needs of young consumers and align with their fast-paced lifestyles.

Talking about the initiative, Manav Sahni, Head, Dairy Business, Nestlé India, said, “Young India is gravitating towards gaming, and we wanted to leverage this content stream and position Nescafe’s new café style cold coffee range as the ideal partner for gaming. With this insight, we tried to build on the buzz in the Minecraft gaming community coinciding with the launch of the movie. We collaborated with some of the top game streamers through live streaming activations, with the aim of enhancing brand awareness and deepening our engagement with the youth.”

The action kicked off with teaser stories and community posts from the game streamers, inviting their audience to “chill with them, and Nescafe” in special streams. 27 live-streams were activated around the launch of the movie. The streamers engaged in Minecraft mini-games, taking a pause periodically to chill with Nescafe’s new cold coffees. The launch stream with GamerFleet (Anshu Bisht) alone clocked 6.6 million impressions and 1.2 million organic views just over the weekend. In total, the campaign has clocked over 3.89 million organic views in 10 days.

The activation involved collaboration between Nestlé India, their media agency Publicis, and StreamO – a creative ad-tech gaming platform that connects brands to gaming creators. 

Tushaar Garg, founder, StreamO said, “StreamO is pleased to have aggregated, automated and activated the Minecraft community on YouTube for Nescafe’s new cold coffee range —keeping gamers refreshed over long hours of streaming.”