Nescafé partners with Cha Eun Woo to reach younger audience in HK and Macau

Nescafé has partnered with its ambassador for Hong Kong and Macau, K-pop star Cha Eun-woo (車銀優) for its latest campaign, promoting its new line of Korean-made café products to young audiences in the two regions.

Inspired by Korean culture and made in Korea, the new NESCAFÉ Korean café collection includes cold brew black and café latte. The launch introduces the collection in aluminum bottle format, highlighting a premium positioning for the products.

To create buzz and awareness of the new product range, Cha was selected as the brand ambassador for Hong Kong and Macau. 

A spokesperson from Nescafé told MARKETING-INTERACTIVE that the brand believes Cha’s high-end image aligns well with its focus on premiumisation and resonates with its core target audience of young adults aged 18 to 24 who first get started with their coffee journey. The campaign also targets working adults aged 25 to 34 who enjoy high-quality coffee, the spokesperson said. 

To resonate with audiences in Hong Kong and Macau, Nescafé has collaborated with creative agency Curious Few, media agency OMD, and PR agency The Bridge Agency to launch a campaign featuring Cha in both regions.

As part of the campaign, Nescafé has rolled out an online video featuring Cha introducing the NESCAFÉ Korean Café Collection with a script in Cantonese. The video is promoted through out-of-home (OOH) ads at MTR stations, as well as on Nescafé’s YouTube channel, Facebook and Instagram pages, along with third-party social media channels.

According to the spokesperson, the main focus of the campaign is on OOH advertising, aligning with the ready-to-drink nature of the product, which is designed for grab-and-go convenience.

Additionally, the campaign places significant emphasis on digital platforms to effectively reach its target audience. It also aims to encourage action among the target audience through word-of-mouth promotion from KOLs and micro-influencers.

In terms of below-the-line (BTL) promotions, Nescafé organised a launch event featuring Cha and local artist Dodo Cheng at Festival Walk on 31 August. He interacted with attendees at the event using some Cantonese phrases, according to the spokesperson.

Kim Lam, head of marketing, Nestle Hong Kong, said: "For NESCAFÉ, as a market leader, our role is staying ahead of market trends, to innovate, connect, and bring excitement to consumers continuously. We are dedicated to anticipate needs and embrace change for delighting consumers, bringing the coffee-drinking experience to a whole next level."

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