menu

Nescafé Inserts 3D Mugs Into Newspapers to Inspire Shared Moments

technology

The instant coffee brand's Pop-Up Café reintroduces coffee's social and communication benefits.

Charlie Stephens
  • 9 july 2014

Nescafé_PopUpCafé_mugs.png

Reading the morning paper can be quite lonely- even for those crammed in a busy metro or stuck in a crowded plaza. Readers must divert their attention from their surrounding environment to focus on the words at hand.

To inspire readers to lift their eyes and interact with those around them, Nescafé has constructed newspaper advertisements equipped with two foldable mugs packed with instant coffee.

Nescafé_PopUpCafé_3D.png

Upon opening the ad, readers can unfold the paper mugs and fill them with hot water to produce an instant drink. The two mugs encourage readers to share their moment with someone around them, whether it be a stranger, co-worker, or friend.

The Pop-Up Café was executed with the help of creative agency Geometry Global Paris, and has been distributed throughout the Parisian metro system to inspire social interaction amongst urban commuters. The instant café concept transforms the traditional two-dimensional reading experience into a shared activity- drawing upon coffee’s centuries old function as a social lubricant.

In a similarly innovative tactic, the brand previously turned its product’s 3D-printed coffee lid into an Alarm Cap, encouraging people to get their day started instantly with a freshly brewed cup of coffee. Nescafé’s creative strategies work in tandem to stress the everyday importance of their product, emphasizing an instant coffee experience that is both productive and spontaneous.

Nescafé has recognized what must be done to stay relevant in a world dominated by large coffee chains and and stimulating café environments. The brand emphasizes the secondary and tertiary benefits that come along with the obvious advantages of a sweet, caffeinated boost.

Technological developments are transforming the ways people consume media and influence all aspects of daily life. Customers are keenly aware of this, and brands are steadily adapting. Nescafé’s social experiment is a refreshing example of how brands are capable of reintroducing key social elements back into consumer culture.

Pop-Up Café // Geometry Global Paris // Alarm Cap

[h/t] AOTW

+#technology
+advertising
+Culture
+Design
+Europe
+nescafe
+retail
+Social Media
+technology
+video
+work

More in retail

retail

Target Is Taking Voice-Activated Shopping Nationwide

Customers can now order items from the retailer through Google Express and get 2-day delivery

17 October 2017
retail

This Service Turns Your Spare Change Into Cryptocurrency

With Coinflash, a user can have the change from their transactions turn into cryptocurrency

17 October 2017

The Latest

Event

To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017
Video

Christina Agapakis of Ginkgo Bioworks describes how the incredible feats of biology can be integrated into human-driven design. For more head over to psfk.com

September 27, 2017
No search results found.