NESCAFÉ

INDUSTRY

Consumer Goods

PLATFORMS

OLV

OOH

SOLUTION

New Asset Toolkit (3D)

CAPABILITIES

3D Studio

KV Development

Video Optimization

Scale

42%

Increase in Impression Volume

30%

Decrease in CPM

“We were blown away by Shuttlerock’s execution and the collaboration throughout. A key challenge for us on this project 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 Communications,
Nestlé Australia & New Zealand

Languages

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

Marketing Challenge

To celebrate NESCAFÉ’s 85th anniversary, the team developed a limited-edition tin for their hero product, NESCAFÉ Blend 43 500g. The limited-edition litho tin design showcased a quintessential Australian neighborhood and captures the many cups of NESCAFÉ Blend 43 that consumers have and will continue to share with family, friends, and neighbors in the future.

Approaching this campaign, NESCAFÉ were conscious of the fact that they had struggled to sell-through stock in previous campaigns with limited edition labels. The standard NESCAFÉ Blend43 paper label is iconic. Changing it causes the product to lose its powerful on-shelf recognizability.

As a workaround, NESCAFÉ decided to have the anniversary litho tin design hidden underneath a peel-off version of the standard NESCAFÉ Blend43 label that Aussies know, love, and trust. This allowed them to surprise & delight consumers, while still maintaining on-shelf recognisability – the best of both worlds.

This approach created a challenge for NESCAFÉ’s marketing team when it came to promoting the anniversary campaign across social, online video, and out-of-home channels. They would need to find an effective way to visualize how ‌the standard NESCAFÉ Blend43 paper label could be peeled off to reveal the anniversary litho tin design.

Communicating this in a clear, engaging manner would be crucial for encouraging consumers to go out and purchase the product in-store.

Shuttlerock Solution

EXISTING ASSETS:

Label Designs

3D MODELS

KEY VISUAL

HERO VIDEO

To overcome the challenge of effectively communicating the anniversary tin reveal, Shuttlerock workshopped a creative concept alongside NESCAFÉ that leveraged our 3D video capabilities.

NESCAFÉ supplied Shuttlerock with the two pdf label designs that would be used on the anniversary tin. Our designers then transformed these into 3D product models. These 3D models were then used to develop a key visual, which was brought to life with animation and motion graphic design.

The result was a simple, yet effective video concept that visualized the new label reveal in a way that audiences could easily grasp. The concept was also effective at communicating the brand story. The Aussie neighborhood scenes depicted in the anniversary label were brought to life through animation, helping to drive home the messaging in a fun and engaging way.

The Toolkit

9:16 Stories

4:5 Feed

1:1 Feed

SOCIAL

In order for NESCAFÉ to activate this campaign fair and wide, Shuttlerock supplied them with a comprehensive creative toolkit. This included a wide range of creative variations, with each being optimized for placements across social, out-of-home (OOH), and online video (OLV).

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.