NESCAFÉ bets A$5.6m on Gen Z's iced coffee habit
NESCAFÉ's Always Ready campaign pairs canned iced coffee with creator side quests and sampling to reach Australia's Gen Z drinkers.
For younger coffee drinkers, the first cup of the day does not necessarily happen at a kitchen counter. It might come between classes, on a commute or while plans with friends change at the last minute. Cold coffee fits that rhythm, and NESCAFÉ wants its logo to travel with it.
NESCAFÉ is entering Australia's ready-to-drink iced coffee market with three canned varieties and an A$5.6 million national campaign called "Always Ready." Developed by Saatchi & Saatchi Australia, the campaign targets Gen Z with a mix of short-form video, creators, retail distribution and experiences that turn spontaneous outings into content.
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Coffee on the move, not just at home
Nestlé says nearly 40% of Gen Z's out-of-home coffee orders are cold. Its new 237mL cans come in Iced Latte, Iced Mocha and Iced Caramel Latte, with distribution through 7-Eleven and Woolworths. The company is entering a ready-to-drink iced coffee category it values at more than A$500 million.
That matters for a brand long associated with coffee prepared at home. NESCAFÉ already sells Espresso Concentrates in Australia, but a can lets the brand appear in convenience-store refrigerators and accompany consumers through the day. It also makes the packaging itself visible whenever someone carries the drink.
Melissah Toomey, Nestlé's head of marketing for beverages in Australia and New Zealand, said younger drinkers are exploring coffee differently from earlier generations. The company's goal is to become a choice across occasions, rather than depend on loyalty to a single format.
Creators get side quests behind a convenience-store fridge
For its creator launch, Nestlé worked with HERD MSL and Yakusan on an experience built around the language of "side quests." A mock 7-Eleven storefront concealed a space behind a refrigerator door. Inside, invited creators could sample the drinks, listen to a DJ and have their hair or nails done before receiving spontaneous challenges to film.
The idea is simple: instead of asking creators to hold up a can and recite its benefits, give them something to do while carrying it. The campaign's wider media plan includes social, online video, out-of-home and retail, with OpenMind handling media strategy and Shuttlerock supporting content adaptation.
A can can earn attention, but can it earn repeat purchases?
The bigger test is whether a recognizable household coffee brand can become part of younger consumers' everyday routines. Nestlé is competing for moments already served by cafes, convenience stores and other ready-to-drink options. A bright can and a creator event may prompt a first try, but neither guarantees a second purchase.
Sampling is therefore central to the campaign. Nestlé's research suggests taste matters heavily in this category, and the company wants to put cans directly into consumers' hands. The creative work gives people a reason to notice the product; retail availability and taste have to do the rest.
The launch also extends a longer shift in NESCAFÉ's approach to younger audiences. Its Espresso Concentrates had already addressed the growing preference for cold, customizable coffee at home. Ready-to-drink cans pursue a different moment: the coffee people buy when they are already out.
For marketers, the interesting part is not simply that a legacy brand is chasing Gen Z. It is how the campaign links the product's physical convenience to the way its audience spends time, creates content and changes plans. Whether that connection becomes a habit will take longer to establish than a launch week.
