Leo Burnett Thailand embarked on a mission to position Nescafé Espresso Roast Ready-To-Drink (RTD) Coffee as the preferred taste in Thailand’s competitive market. Partnering with ‘Hone-Kra-Sae,’ a prominent news program, the campaign aimed to elevate Nescafé’s Arabica flavors among Thai consumers.
Breaking away from traditional product placements, Leo Burnett Thailand rebranded the show as ‘Hone-Kra-Pong,’ sparking a playful rivalry between the host, Noom, and his friend Pong. This innovative approach earned Nescafé recognition at the YouTube Works Awards 2024, securing The Best Brand and Creators award in Southeast Asia.
Speaking with Ratiwadee Sirimunin, Senior Marketing Manager at Nescafé Ready-to-Drink Coffee, and Thipayachand Hasdin, CEO of Leo Burnett Thailand, shed light on Nescafé’s heritage and the campaign’s strategic objectives. Nescafé, a market leader in Thailand, aimed to communicate its taste superiority through a new formula featuring Arabica beans.
The campaign’s goal was to establish Nescafé Espresso Roast RTD Coffee as the best-tasting option in Thailand. With the RTD coffee market in Thailand witnessing significant growth, Nescafé faced the challenge of effectively reaching its target audience, primarily blue-collar workers, to showcase its upgraded formula’s superior taste.
Leo Burnett Thailand’s creative concept of rebranding ‘Hone-Kra-Sae’ to ‘Hone-Kra-Pong’ resonated well with Thai audiences. The integration of Nescafé Espresso Roast RTD Coffee into the show, along with the engaging rivalry between Noom and Pong, captivated viewers and drove high engagement.
Through unexpected twists, blind taste tests, and real-time social listening, the campaign successfully engaged the audience in the contest between #teamnoom and #teampong. The initiative culminated in a live YouTube FINAL WAR episode, where Noom emerged as the winner, generating positive engagement and brand exposure.
Creating a successful long-format live YouTube show required the right audience insight, presenters, and tone. By tapping into the audience’s love for drama and entertainment, the campaign not only boosted Nescafé’s brand outcomes but also garnered millions of views and engagements, solidifying its market presence.
The campaign’s results were impressive, with sales volume exceeding category growth rates and market share increasing. The partnership between Nescafé and Leo Burnett Thailand surpassed expectations, garnering millions of views, engagements, and positive feedback, ultimately leading to Nescafé’s success at the YouTube Works Awards 2024.
Reflecting on their achievements, Nescafé and Leo Burnett Thailand expressed pride in their collaboration and success, setting the bar high for future endeavors. With a winning formula that combined creativity, audience insights, and strategic execution, the campaign not only elevated Nescafé’s brand but also set new standards in the industry.
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