Food & Beverage

Helping Nestlé celebrate NESCAFÉ’s 85th anniversary with a 3D video toolkit

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Capabilities

3D Video

Creative Strategy

Scaled Production

Video Optimization

Built for

To mark NESCAFÉ’s 85th anniversary, Nestlé created a limited-edition litho tin for its hero product, featuring a quintessential Australian neighbourhood.

Past limited-edition labels had struggled to sell through because they weakened the iconic label’s on-shelf recognition, so NESCAFÉ hid the anniversary design beneath a peel-off version of the classic label.

This protected shelf standout and surprised consumers once they got the tin home. It also created a marketing problem: across social, online video and out-of-home, NESCAFÉ needed a clear, engaging way to show the peel-off reveal and drive people in-store.

Results

42%

Increase in Impression Volume

30%

Decrease in CPM

Shuttlerock workshopped a creative concept with NESCAFÉ built on our 3D video capabilities.

We turned the two supplied label designs into 3D product models, then used animation and motion design to show the classic label peeling away to reveal the anniversary tin. Animating the neighbourhood scenes from the label also helped tell the brand story in a fun, memorable way. We then delivered a full creative toolkit, with variations optimised for each placement across social, OOH and online video, so NESCAFÉ could activate the campaign far and wide.

With these high-impact, optimized video assets, NESCAFÉ was able to achieve strong performance. The campaign saw a 42% uplift in impression volume, and had a 30% decrease in CPM.

“We were blown away by Shuttlerock. A key challenge for us was communicating that consumers would have to peel off the standard label to reveal the anniversary illustration. Shuttlerock workshopped a brilliant 3D solution that allowed us to harness this marketing challenge as a creative strength.”

Gwendolyn

Jiminez

Internal Production Manager, Marketing & Consumer , Nestlé ANZ