Nestlé is launching 'Starbucks Premium Instant Coffee' - a new range of products to consume at home - which will be available in supermarkets, as well as through online sales platforms. The campaign was created by McCann Worldgroup Spain.
The Madrid-based integrated agency was awarded this assignment following a global agency review at the end of last year. McCann Worldgroup assumed the strategic and creative responsibility for the integrated campaigns of the new Starbucks-at-home product line and the development of all the assets that make up the toolkits that will be rolled out across all markets where the brand is present. Craft, the integrated production capability within McCann Worldgroup, oversaw the production of all the assets.
The campaign will include hundreds of assets for all channels and is going to be launched in more than 15 markets including Brazil, Chile, Mexico, Australia, China, Hong Kong, Japan, Malaysia, New Zealand, Singapore, Taiwan, South Africa and the United Kingdom.
Speaking about the new global campaign, Mario Vera, vice president global communication at Nescafé and Starbucks At Home, said: “We are very satisfied with the work carried out by McCann Worldgroup Spain. Their constant collaboration has exceeded our expectations. This first global campaign is a very solid base to continue building a close partnership for all Starbucks At Home projects.”
Samantha Giles, global business lead Nestlé at McCann Worldgroup added: “Having Nestlé trust our Group once again with an iconic brand of this importance reinforces the strong business partnership that McCann Worldgroup has shared with Nestlé globally for more than 77 years”.
Each one of the assets of this global integrated campaign has been developed centrally by McCann Worldgroup Spain (McCann, MRM and Momentum) to ensure the absolute consistency of the messaging and produced in different modular formats, depending on the product range.
The integrated global Starbucks At Home team is being led by MRM Madrid. Marina Specht, CEO of MRM Spain commented: “Taking on a project of this nature is very interesting for us, both from the strategic and business point of view. Adding a brand like Starbucks At Home to our portfolio of clients gives us the opportunity to demonstrate our digital and design expertise at each touchpoint, bringing the brand closer to its consumers all over the world.”
With this first assignment, McCann Worldgroup helps ensure the Starbucks' promise to 'improve people's daily lives' and fulfilled in every moment of consumption that take place at home.