#NaturalBlissCafé

Challenge: Despite increasing demand for all-natural products, few consumers were seeking out a delicious all-natural coffee creamer – let alone talking about it. We needed to convince skeptical Millennials that Nestlé Coffee-mate’s Natural Bliss line of all-natural coffee creamers is exactly as natural as it claims to be and drum up conversation around the product.

Strategy: Our strategy was to turn heads and win over Millennials by grabbing their attention in a way they wouldn’t be able to ignore. We set out to surprise consumers with an all-natural coffee experience where they least expected it (with a truly all-natural coffee creamer), using a little shock value to get consumers talking about the brand.

Execution: We hosted a one-day, pop-up coffee shop, where Nestlé Coffee-mate staffed a New York City coffee house, renamed the “Natural Bliss Café,” with actors wearing little more than body paint – making them look like baristas, customers and one very active jogger.

The shop attracted an unsuspecting flow of coffee enthusiasts, who were served free coffee and the opportunity to sample Coffee-Mate Natural Bliss.

We captured the Natural Bliss Café on film through 15 hidden cameras and microphones, and rolled the footage out nationally – turning more heads – via a long-form video and a 30-second spot, which ran on Facebook, YouTube and other digital channels.

Results: The cheeky campaign was an instant viral success, garnering more than half a billion earned media impressions and being covered in more than 150 articles across the globe in publications including Adweek, Fortune and Creativity.

[an icon of a projection screen] WORK

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