Wunderman Thompson and FutureBrand So Paulo team up for the campaign
The agencies Wunderman Thompson and FutureBrand São Paulo have teamed up to launch the new flavors of Nescaf Ready to Drink Ice Cream and the line’s new visual identity.
The work began with the core concept of Uncovering Tasty Moments, by FutureBrand. Based on Nescaf’s positioning, we developed collaborative sprints to build a brand experience platform to be inspired by how it would unfold visually. The results were packaging with a more modern look and a feeling of fluidity, said Filippo Vidal, partner and director of FutureBrand So Paulo.
With this idea, Wunderman Thompson planned and created a campaign, playing a fundamental role and strategic perspective in approaching generation Z, which is the target audience for the launch.
Normally, coffee campaigns present consumption as a perfect, contemplative moment, a true ritual. We wanted to show the opposite, that it is precisely in imperfect moments that Nescaf Gelado can come in and make your day more enjoyable”, explained Sabrina Villar, creative director at Wunderman Thompson.
The Nescaf Ready to Drink campaign features 10-second films that will be broadcast on Social, Programmatic, DOOH, and Geofencing.
