Bringing back the paper pop ups – Nescafé

The idea of sharing a moment through conversations and coffee breaks has been reinforced in Nestle’s latest newspaper advertisement. When you open up the papers, they are equipped with two foldable mugs packed with instant coffee (does it come with cream and sugar, by the way?). You are then encouraged to unfold these cute paper mugs and fill them with hot water to create an instant drink with someone around you (presumably someone whom you’d like to talk to). The idea is to share a moment with those around, while reinforcing the brand benefit.

I love the execution. It turns a simple idea (reminds me of my childhood pop up books) into a wonderful conversational piece. It becomes unique in today’s marketing strategy which is often very digitally based with the use of new technology. For these cups, they are recyclable and don’t cost much to do too!


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