Nescafe, a top list company in coffee making introduced innovative marketing campaign “a Pop-Up cafe” for customers. Nescafe’s motive behind this is to increase social and communication benefits. Targeting at the daily commuters busy in their work (reading newspaper or articles) in a metro or crowded area during office time, Nescafé has constructed a newspaper sleeve that contains two foldable paper mugs—for you and for the person you share your newspaper with .
Just open up the newspaper ad, pour some hot water and there you go, an instant coffee is ready! . Created by the agency Geometry Global Paris the ad will encourage readers to share their coffee moments with someone around them, it can be a stranger, co-worker, or a friend . Here is the video shown below which shows newspaper distributed amongst urban commuter throughout the Parisian metro system to encourage social interactions. The whole concept transforms the traditional plain reading experience into a fun-filled and moment sharing activity- proving out coffee’s age old function as a social lubricant.
Nescafe has always been full of innovation when it comes to serve a little extra with a wonderful coffee. Nescafe calls it as innovation, we call it as a brilliant creation!!