MUMBAI: Gaming and caffeine collided this April as Nestlé India took its Nescafe Ready-to-Drink Cold Coffee range to the nation’s screens via a uniquely caffeinated campaign. Tapping into India’s thriving online gaming community, Nestlé paired its café-style cold coffee with live Minecraft streams, turning digital battles into chill breaks.
The initiative kicked off as part of the expansion of Nescafe’s cold coffee lineup, aimed at the ever-scrolling, on-the-go gen z crowd. To maximise impact, Nestlé activated 27 Minecraft livestreams around the release of the game’s movie adaptation, enlisting popular streamers including GamerFleet (Anshu Bisht).
“Young India is gravitating towards gaming, and we wanted to leverage this content stream and position Nescafe’s new café style cold coffee range as the ideal partner for gaming. With this insight, we tried to build on the buzz in the Minecraft gaming community coinciding with the launch of the movie. We collaborated with some of the top game streamers through live streaming activations, with the aim of enhancing brand awareness and deepening our engagement with the youth,” said Nestlé India head, dairy business, Manav Sahni.
The campaign brewed up numbers fast. GamerFleet’s launch stream alone clocked 6.6 million impressions and 1.2 million organic views in a single weekend. In total, the campaign tallied over 3.89 million organic views across 10 days.
Streamo founder Tushaar Garg added, “Minecraft isn’t just a game-it’s a cultural phenomenon brewing for over 15 years on YouTube and has shaped digital communities, fuelled creativity, and provided a space for millions to hang out. Streamo is pleased to have aggregated, automated and activated the Minecraft community on YouTube for Nescafe’s new Cold Coffee range - keeping gamers refreshed over long hours of streaming.”
The campaign was brought to life through a collaboration between Nestlé India, media agency Publicis, and Streamo, an ad-tech platform that connects brands with a creator network of over 20,000 gaming influencers. And the stream hasn’t dried up yet-an extended activation involving 50 streamers is set to unfold through April, brewing further excitement for the chilled coffee range.