Nescafé Gives Students a Free Ride (and Coffee) in Canada

By Doug Zanger 

Missed a cup of morning joe before that early lecture? Stressing to make it to class in the first place? If you’re a student in Canada, you might not have to worry because Nescafé has it all covered with rides in a pedicab, complete with a free cup of the brand’s Sweet & Creamy coffee.

Created by WorkInProgress, the rides are a peaceful departure from hectic college life (and crowded coffee shops) with the added bonus of getting a nice caffeine jolt to start the day off right.


It’s a fun stunt and another salvo in the agency’s efforts to position the brand as an alternative to the likes of Starbucks. Last year, the agency trolled the Seattle coffee behemoth with a hipster shop in Toronto where you could only gain entry by bringing a sachet of Nescafé.

Students are encouraged to sign up for the “Coffee Shop Chauffeur” on Nescafé’s site.


Agency: WorkInProgress
Partner, Creative: Matt Talbot
Partner, Account + Strategy: Evan Russack
Partner, Head of Production: Stafford Bosak
Partner, Head of Technology: Harold Jones
Partner, Account + Strategy: Al Guerri
Partner, Legal + Business Affairs: Pete Sheinbaum
Creative Director: Stephen Dalton
Creative Director: Lauren Perlow
Copywriter: Andrew Bridgers
Senior Designer: Jimmy Rosen