Invent a new coffee mix experience for young people!
Some tips on the brief
We’ve been through the results of the first NESCAFÉ mixes contest and we have a couple of advices to share with you.
- Explore the 3rd trend: Magic is in the Mix . The results of the first contest (Mixes for Coffee Lovers) have explored pretty well the first two trends given in the brief (Coffee as the most important drink of the day and Authenticity, permissibility and wellness) we feel it’s important to develop this trend as it is specific to the target audience (Young people),
- Try to develop a concept. We’re looking for ideas to inspire new innovations. If your idea is just adding ingredients to the existing recipe, it is not enough. We want to understand the rationale and reasons why this concept will attract young people.
- Use the template. We feel the submissions need a bit more structure, as a consequence please use this template to submit your idea.
NESCAFÉ was the first coffee brand to offer soluble coffee mixes which are made of a blend of soluble coffee, creamer or milk-based powder and sugar. People just add water for a creamy and sweet cup of delicious coffee. NESCAFE Mixes are sold all over the world, but are particularly liked by young people in Southeast Asia (the Philippines, Indonesia, Malaysia, Thailand and Singapore) who like the idea of coffee, the ritual and the benefits more than the coffee itself.
Many people say that coffee is an acquired taste, much like dark chocolate. This challenge caters to 18-24 year olds, who are still learning to enjoy the taste of coffee. The regular NESCAFÉ mixes are often their first coffee experience because the taste is sweet & mild, not strong, and it is easy to prepare and affordable. You have probably understood… they are not yet true coffee lovers. They are still experimenting with trendy drinks of all kinds: ready-to-drink and coffee shop coffees, teas, smoothies, juices, etc. to discover what they like most.
NESCAFÉ wants to understand what these young people most want as part of their coffee experience. Specifically, NESCAFÉ is looking for innovative ideas to evolve the existing coffee mix single-serve stick or sachet experience for 18 to 24 year olds who are still experimenting and acquiring the taste for coffee
Innovate on the NESCAFÉ Mixes coffee experience so it is more enjoyable for young people starting to enjoy coffee.
We are looking for new coffee mix ideas to appeal to 18 to 24 year olds who are working or studying, and appreciate the benefit of coffee, the ritual, the ease, and the conviviality associated with it, whether it is served hot or cold. Think of NESCAFE mixes as the ideal “starter coffee”, and innovate on what this could be for people who want to drink coffee, but who do not love it unconditionally… yet.
Please think about some trends affecting young coffee lovers, to inspire your new ideas for coffee mixes:
- The most important drink of the day
Most people start the day with a cup of coffee, as part of breakfast. But with young people’s busy & demanding schedules, breakfast at home is getting squeezed, in favor of “on-the-go” versions. NESCAFÉ wants to continue to be part of young people’s morning ritual, and could even imagine addressing the nutritional gap caused by a missed or squeezed breakfast.
>> Think about the breakfast ritual, the moment after waking up, people’s expectations for breakfast, complementary tastes for coffee, cream, sugar, etc.
- Authenticity, permissibility and wellness
Even 18-24 year olds are increasingly conscious of the relationship between what they eat and their overall health and wellbeing. They want more authentic, less processed beverages and more transparency about what they are buying. As an everyday product, NESCAFÉ coffee mixes want to positively enable a healthier lifestyle, without compromising on the pleasurable experience.
>> Think about healthy ingredients that complement the great taste of coffee and ingredients you feel are healthier than milk, cream and refined sugar.
- Magic in the Mix
Many drinks such as tea or juice have become more exciting, allowing consumers to experiment with new ingredients, flavors and preparation to deliver a more interesting sensorial experience, with enhanced visual and taste appeal. In parallel, coffee shop offerings have shaped a new generation in terms of both experience and taste, while coffee mixes have stood still in time.
>> Think about ways for coffee mixes to add extra enjoyment, even magic, into the home coffee experience. This can include the product, the ritual & packaging graphics.
These young people are still developing their own coffee preferences: their way to enjoy the coffee moment, whether it is home alone in the morning, or with friends later in the day. You can think about the ingredients – creamy or sweet ones, but also new taste experiences that round out the taste of coffee. Think about the ritual of tearing the stick / sachet, pouring it into the cup and adding hot or cold water. Keep in mind that smell, and even sound, are important preparation cues for young people, who value experiences more than older generations… How can you provide a better everyday coffee experience for them? How does your idea make them curious to try it immediately?
The coffee mix still needs to be packaged in a single-serve stick or sachet. At open markets or small stores, they are sometimes sold as single sticks, so your idea should work independently of the box or bag.
It should be an everyday product for mainstream consumers. NESCAFÉ does not want ideas that are like an occasional dessert, a seasonal offering or an expensive fancy premium offering like cappuccinos, lattes or a rare tastes. Ready-to-drink coffee products, simple new flavor/variations like vanilla coffee mix, coffee machines and systems are all outside of the scope.
Please use two pages with visuals and text to visualize your product idea, to explain the concept, and to tell us its name.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
An example of a good entry could be cranberry lemonade coffee inspired by the concept of a cocktail, served in a sachet with cranberry syrup inside and a touch of creamer. It has rich sweet scent, benefits from the healthy halo of cranberry and lemon, and could be enjoyed in the morning & throughout the day. The single sachet is easy to open with a tip shaped like a cranberry.
It is a good idea because it takes inspiration from the trends mentioned above, while being affordable enough for an everyday cup of coffee.
Bad examples would be already existing or outdated flavors like coffee with hazelnut, cappuccino or latte, seasonal flavors like gingerbread spice or pumpkin latte, premium or desert ideas like rum raisin coffee, or a coffee machine idea.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500
A two-page PDF
The winning entries need to be about the overall coffee experience, and be inspired by some or all three trends in the brief. The ideas need to appeal to young people who are still finding their way in the coffee category, and be relevant for every day consumption occasions.
Will you participate?
Guidelines for this contest
- We are not looking for an occasional dessert, a seasonal offering or an expensive and fancy premium offering. Please do not consider any ready-to-drink products, or a new flavor/variation of the regular coffee mix. Coffee machines or systems are a no-go too.
- The product still needs to be packaged in a sachet/stick. Consumers sometimes purchase coffee in single sachet/stick instead of buying a box in a supermarket. Your idea needs to work perfectly when it is bought without the box.
- NESCAFÉ soluble coffee must be part of the mix.
- Your idea should be easy and practical to produce industrially.
- If your idea includes a change to packaging, please show us your design.
- Some ideas might not seem premium in Europe, but could be in more middle income countries, or due to different culinary traditions.
- If you have participated in the NESCAFÉ Mixes for Coffee Lovers please make sure that your submission is different.
- Entries should be in English
- Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.