Nescafé Contest Ended

Reinvent instant coffee, Café style

Start April 18, 2012 End May 09, 2012 23:59 UTC Deliberation Results July 2012
April 18, 2012
May 09, 2012 23:59 UTC
June 2012


Instant coffee has evolved over the years, from brown powder in a jar to more recent products in single serve sachets that provide cafe style offerings such as lattes or cappuccinos.Yet many people still crave for a cup of coffee from a Café (think about your neighborhood Café). Not only does the coffee from a Café look good, it feels like quality coffee, with a distinctive aroma, delicious froth and can be prepared according to your taste.

In many occasions in your life, coffee is a treat. It creates a moment of self-indulgence or a moment of quality time with friends. 

Wouldn’t it be ideal to have instant coffee at your fingertips at home, whenever you want, whilst still getting to enjoy it Café style?

Creative Challenge

Make the best of both worlds by reinventing instant coffee with a product idea so it can be enjoyed at home as a treat, Café style.

We are not interested in espresso style machine ideas to prepare coffee, as this already exists. Instead focus on the coffee, the ingredients, the packaging (as well as what we can go with it). Show us your fresh and creative ideas on how one could prepare and enjoy instant coffee at home, Café style. Imagine or remember how it feels to walk into a Café, choose your coffee, have it prepared the way you like, add your extra toppings, then savour it... Think of the aroma, the froth, the taste, the color, the sound of coffee being prepared, the ritual...

Think out of the box: your new product idea could be a new ingredient or combination of ingredients. It could be a new packaging: the coffee could come in a sachet like today or it could be a completely new format; you decide! How about additional ways, tools or ingredients to prepare the coffee easily the way you want? Or another way to drink it that will give it more flavour? 


Jury's Prize Design

  • #1 Prize €7,500
  • #2 Prize €5,000
  • #3 Prize €2,500


Pictures, illustrations, sketches, storyboards, and any visual medium that will allow you to describe your idea 

Winning Criteria

We are looking for very original and creative ideas that keep the “convenient” nature of instant coffee (no need for a coffee machine or to step into a Café but you can have it whenever and wherever you want). Give your new instant coffee a quality touch, “Café style” (aroma, froth, preparation, ability to customize it...). We are not looking for any gimmicky ideas but rather true innovation that can change the way instant coffee is drunk at home.

Your work will inspire Nescafé, the world leading coffee brand to innovate and develop better coffee product for its customers.

  • Please focus on the product (ingredients, format, packaging, additional tools, anything that can make the experience café style), rather than the communication or how it is sold in retail channel etc.
  • It’s still instant coffee. Don't link your concepts to machines or out of home/office coffee consumption.
  • If you want to feature brand logo in your work, please download the Nescafé logo here
  • Please put a text description about your work to explain the idea and rationale behind it.
  • Please use images and music that are copyright free. Please provide us with information regarding the elements’ origin (images and music) in your project even if they are yours or copyright free. We need to be able to check up the license or the sites regarding copyright. Please add that information in your media description.
  • Keep a high-quality version of your creation to be used if you are selected as a winner.
  • Your entry must be in English, or in any other language if it is English subtitled.
  • Please prepare a single file (PPT/PDF presentation) if you are submitting prints or documents with multiple pages.
  • Do not show any personal details in the entry (name, contact number, e-mail address etc.)