The new positioning was launched via a TV ad, which told the story of a young girl and her family coming together to celebrate her matric results, a realistic scenario which struck a chord with a nation of consumers who pin their hopes on the next generation. TV was followed by an integrated campaign including digital, ALS radio, in-store and township activations.
The campaign was a hot success, stirring up emotions, memories and a positive storm of product sales. Consumers were reminded why meaningful moments with those closest to them are best shared with the heart-warming, smooth taste of NESCAFÉ RICOFFY.