Nescafe Mug Collection Collaboration

To celebrate Malta’s outstanding flair and individuality, NESCAFÉ engaged local artist and designer Stephanie Borg to create an artistic concept for their latest limited-edition cups and saucers. This exclusive offer rewarded loyal customers with a free cup and saucer upon purchasing any three NESCAFÉ GOLD cappuccino/latte boxes

This campaign was quite a large project, so we developed a two-phase approach supported by a multi-channel media strategy. The short-term aim was to entice cappuccino/latte consumers to purchase 3 boxes (not just 1 box) and generate substantial positive brand mentions, both online and offline. The second step was to associate Nescafe as the coffee brand of choice by the Maltese population and reinforce brand loyalty.

To celebrate Malta’s outstanding flair and individuality, Nescafé engaged with local artist and designer, Stephanie Borg to design an artistic concept for their latest limited-edition cups & saucers. The aim was to show recognition and reward their loyal customers with the exclusive offer – getting 1 FREE cup and saucer when purchasing any three NESCAFÉ GOLD cappuccino/latte boxes.

By making use of different media, varying from the traditional TV and Outdoor, as well as Digital and PR, we have managed to get Nescafe’s messages across.

Multiple touchpoints were addressed starting with the actual nostalgic yet contemporary retro tile design of the cups, highlighting Maltese heritage, together with Nescafe’s pride in being one of the first instant coffee brands on the island.

Another messaging direction was that of such a huge international brand supporting local. This was achieved namely by working with Stephanie Borg herself and getting first-hand experience into her creative processes which were briefly explained through a couple of videos shared on social media. This was then also emphasised with PR kits of the beautiful collection handed out to other locals who have also made a name for Malta within their respective industries, including Charles & Ron, Ira Losco and Trevor Zahra amongst others.

The sales message went together with all the above and was pushed through all media including at point-of-sale at supermarkets with shelf talkers explaining the deal and glass glorified displays showing the actual cups to be collected.

This campaign underscored NESCAFÉ’s commitment to celebrating and supporting Maltese talent. By integrating local artistry and heritage into a compelling promotional offer, NESCAFÉ not only boosted sales but also deepened its connection with the Maltese community.