Nescafé® Dolce Gusto® NEO – Taste the future

Launch the new Nescafé Neo revolucionary coffee machine. Around 400 guests, media, internal staff and partners.The event should be unique, highly immersive, brand experiential. An unforgetable moment.

The event was intended to be unique, highly immersive and experiential, in order to convey the main pillars of the new Nescafé Neo: Technological innovation, sustainability and the new future of coffee at home. We designed the event to take place at two different times. Moment one, The future of coffee at home, where we unveiled the new Nescafé Neo using a high-impact presentation that made use of full video mapping, the use of AI, and live interactive dancers. Moment two, Taste the future, where we tried out the new machine and coffees, but also included learning about the world of coffee, insta corners, happenings and design catering. The whole event was designed to convey the same message to the target audience: The most innovative and revolutionary machine ever to hit the home coffee market has just arrived. In the end , we also offered all participants a gift code, where after validation on a dedicated website, a new Nescafé Neo machine and coffees were delivered at home.

The creative concept went through three stages. Involvement, where through digital video content we generated rumour and curiosity about the event. A second moment, the Future of Coffee at Home, where we created a story around the presentation of the new Neo, which included the use of full video mapping, a virtual host that imitated an AI being that came from the future and conducted the event, presentations in 4K, AI-generated images. And the highlight, a high-impact reveall that mixed video, live dancers and real-time interaction between the audience and the space. The whole moment was designed to take just one hour in total. The audience felt like they had just witnessed something unique and singular. The third moment, Taste the future, where we tried out the machine, tasted the coffee, learn about history and behind-the-scenes of this initiative, and where we showed all the sustainable side with lots of experiments and happenings. All having in mind the smallest Co2 footprint.