Nestlé, the Nescafé retailer across 180 countries, had the dream of shutting down their traditional (.com) website to build up the entire Nescafé brand presence within a Tumblr blog and connect to their growing millennial consumer base. With a rising social following, a Tumblr platform with content shareability and a younger, built-in community fulfilled each of Nestle’s wishes.

︎ The Mission

The Challenge was to pull out all the information and integrations contained within a standard .com and create a home for each in a social platform, to host the largest global transaction for one of the world’s largest commodities —coffee?

︎ Execution

Due to the immense reach of the Nestlé brand across product offerings, languages, cultures and continents, Nescafé needed a unifying yet unique experience. The site needed to be customizable with content broken out from the global brand and shared by market, combining commerce and social integration.

︎ Result

This Nescafé project received a multitude of press, pioneering the way traditional retailers explore social platforms as a way of serving their markets. Nescafé’s market- specific rollouts began in Mexico, the UK, and France and extends to more than 60 markets.

Role - Art Director

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at Ogilvy Gemany
for NESCAFÈ Global

Press

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The Verge - Nescafé declares the brand website 'dead' as it moves to Tumblr
Netimperativ - Nescafe’s Tumblr switch: Six months on
Brand Channel - Why Nescafé Believes the Dotcom is Dead and Tumblr is King
The Drum - Nescafe’s Tumblr punt will underpin first global marketing campaign