"“People [were] saying that the world was a really divisive place at the moment, whether that was the big things like war, pandemics, economic situations, or whether it was the little things like 'are millennials allowed to wear socks that show their ankles anymore',” she said."
"“I think people were feeling that there was always a pressure that was pulling them apart. Human connection within that is just something which is really fundamental to the way we thrive.”"
"“We need Nescafé to be our power brand, as our portfolio expands we want to be able to speak with one voice, no matter which part of the portfolio you're talking about.”"
"“We’re speaking to everyone from”"
Nescafé launched a masterbrand campaign in Australia titled “Make Your World,” centered on everyday moments that bring people together. A hero film follows a grandfather repeatedly asking his grandson to fix small issues, and the repairs lead to shared cups of coffee, revealing the requests are a way to spend time together. The campaign is integrated across screens, social, and influencer partnerships starting mid-May. Marketing research across Australia and New Zealand identified feelings of divisiveness and pressure pulling people apart, alongside a belief that human connection is fundamental to thriving. The grandfather and grandson story supports a shift to a masterbrand strategy, positioning Nescafé as a power brand that speaks with one voice across a growing portfolio.
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