Coffee creamer. It’s not really the most exciting product to talk about. All Nestlé really knew when trying to promote their Coffee-Mate Natural Bliss, was that consumers only really cared about wanting something natural in it. So how did they try and grab consumers’ attention in a way that linked to their product benefit? Together with 360i, Nestlé opened a one-day pop up café called the Natural Bliss Café as the foundation of its digitalcampaign. People who entered the café on their morning coffee run were soon shocked to realise that many of the workers were paid actors and performers who were ‘nude’ – or rather, only covered in body paint.
The content captured from this one-off event is now being pushed on the brand’s digital channels, scaling its communication. Sometimes shock value is a good way to spark conversation about products that consumers aren’t necessarily excited about. At least the café gave away the coffee for free, which was more surprising to some of the local New Yorkers than the fact that the workers were nude!