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For Nestlé's Coffee-Mate Natural Bliss all-digital campaign that launches today, the brand's marketers wanted to do something with a little shock value. So they took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.
"It was a one-day pop-up, and it was totally new for us," said Codie Richards, shopper marketing manager at Nestlé. "We know that consumers want something natural in their creamer. So what better way to talk about it and make some noise?"
The basement of the coffee shop was the production unit's mission control, as the Nestlé brand and its agency, 360i, huddled and watched the reactions of dozens of unwitting customers.
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