NESCAFÉ wanted to create more brand awareness specifically in Tesco. To stand out on shelf and to engage our audience, we decided to work with students at the University for the Creative Arts to create limited edition tins that would look beautiful on display in any kitchen and on shelf. We then invited Tesco to help us judge the tins – and they ran an exclusive 3-month campaign in their stores. This was the first year in what has become a 3-year project, working with students every year to develop new unique designs to feature on Nescafé Azera tins. The 2017 designs will be coming to stores soon!
Stand up for: disruption in a cluttered category.
Stand out by: commissioning limited edition designs from up-and-coming creative talent.