Nestlé Ghana has launched its latest Nescafé campaign, ‘My Coffee, My Vibe’, at the University of Ghana, Legon, as part of efforts to connect with young consumers through music, talent and self-expression.
The activation, held on Friday, August 7, attracted thousands of students who took part in various activities while enjoying Nescafé.
The event featured singing and dancing performances from students, creating a lively atmosphere on campus.
Popular dancer Dancegod Lloyd also made a surprise appearance with his team, delivering a performance that drew excitement from the crowd.
Ghanaian singer and songwriter Adina Thembi also made a surprise appearance, performing some of her songs to the delight of students.
Speaking to the media after the event, Category Development Manager for Nescafé Ghana, Lily Boatemaa Ntim, said the campaign was designed to make coffee part of the lifestyle of young consumers.
“My Coffee, My Vibe is a targeted project that today is a new campaign that we want to outdoor to be able to meet our target consumers where they are most comfortable.
“We want coffee not to be a stimulation or an afterthought but something that is part of their lifestyle, something that is, in quotes, indulgent.”
She said the decision to take the campaign to university campuses was deliberate, as students form a key part of Nescafé’s target market.
Mrs Ntim said the campaign would also provide a platform for young people to showcase their talents by linking coffee consumption with their interests and passions.
“We didn’t want to just come here talking about our new communication which doesn’t make sense to them.
“But we wanted to merge it into self-expression. We wanted to merge it into what they know best, which is their passion, because that’s how they express themselves.”
As part of the campaign, the brand will visit the University of Cape Coast (UCC) and Kwame Nkrumah University of Science and Technology (KNUST), in addition to the University of Ghana.
Students will compete in singing and dancing, with winners eventually battling it out for the top prizes.
According to Mrs Ntim, winners in the respective categories will receive GH¢30,000 in cash as well as mentorship opportunities.
She said the campaign is aimed at recruiting new consumers, showcasing young talent and engaging students in an environment where they feel most comfortable.
“So My Coffee, My Vibe is an activity, one to recruit people into the brand and also to help them showcase their talent through this talent hunt that we are doing.”
“We have the winner for dance and the winner for singing. So that’s what My Coffee, My Vibe is about. It’s a new campaign that Nescafé is doing.”
She said the campaign would continue across the selected campuses as Nestlé Ghana seeks to deepen its engagement with young consumers.
“One, to bring their culture in. And two, to also recruit. Three, to meet our target consumers where they are most comfortable, which is on campus.”
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