NESCAFÉ was the first coffee brand to offer soluble coffee mixes which are made of a blend of soluble coffee, creamer or milk-based powder and sugar. People just add water for a creamy and sweet cup of delicious coffee. NESCAFE Mixes are sold all over the world, but are particularly liked by young people in Southeast Asia (the Philippines, Indonesia, Malaysia, Thailand and Singapore) who like the idea of coffee, the ritual and the benefits more than the coffee itself.
Many people say that coffee is an acquired taste, much like dark chocolate. This challenge caters to 18-24 year olds, who are still learning to enjoy the taste of coffee. The regular NESCAFÉ mixes are often their first coffee experience because the taste is sweet & mild, not strong, and it is easy to prepare and affordable. You have probably understood… they are not yet true coffee lovers. They are still experimenting with trendy drinks of all kinds: ready-to-drink and coffee shop coffees, teas, smoothies, juices, etc. to discover what they like most.
NESCAFÉ wants to understand what these young people most want as part of their coffee experience. Specifically, NESCAFÉ is looking for innovative ideas to evolve the existing coffee mix single-serve stick or sachet experience for 18 to 24 year olds who are still experimenting and acquiring the taste for coffee
Innovate on the NESCAFÉ Mixes coffee experience so it is more enjoyable for young people starting to enjoy coffee.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500