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 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?

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.

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