Something very interesting that Nescafe has launched recently, is a pop-up shop that they are driving toward an audience of college students, bridging coffee shops and biking. It's no surprise that college students and coffee shops go hand in hand, and what better way for this coffee company to advertise their new products than to those who use it daily?
Nescafe is coming out with two new coffee products, "Gold" and "Sweet & Creamy". Developed in Boulder, Colorado by WorkInProgress, the coffee brand has begun a campaign with their new mobile pop-up called the "Coffee Shop Chauffeur". This pop-up was first launched around a college campus in Toronto, which involves a pedicab that has a mobile coffee shop on it. The driver wears a suit and picks up students, taking them to class. Nespresso is known as being luxury self-serve, individual coffee brand, where you are your own barista. Carrying this idea forward, this pedicab has its new products available for the traveling students to make their own cup of coffee while being taken to class. What college student would ever pass up an opportunity like this?
To help this activation, Nescafe is planning to host video slots containing footage of these pedicabs in action. They are taking to YouTube to share their feedback from college students, promotional material on their new products, and short clips of these college students using the mobile pop-up. They are also looking for input what campuses they should expand/move to, and are receiving requests from students to take this chauffeur and pedicab to their campus.
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