Nescafé: advert-body-2 by WorkInProgress

For Nescafe Sweet & Creamy, WIP created a new coffee shop experience without all of the transactional activity that comes from visiting one – long lines, expensive bills, messed up orders, and more.

In their reinvention of the brand, WIP brought to life the Nescafé Coffee Taproom – a pop-up coffee shop in Toronto created specifically for Nescafé coffee drinkers where the key to open the door is a Nescafé Sweet & Creamy sachet. To enter the exclusive coffee shop, consumers scan a Nescafé Sweet & Creamy sachet on an iPad and receive a secret code to unlock the doors. WIP’s concept offers consumers everything they want from a coffee shop like delicious coffee, fast Wi-Fi, plenty of outlets and comfortable places to sit but without the lines, complicated menus, expensive drinks, or baristas. Cups of coffee are actually made on demand by Nescafé consumers – with their own Sweet & Creamy sachets and the 12 hot water taps located on-site. And for those that enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups that feature misspelled versions of common names.

The NESCAFÉ Coffee Taproom is today open on Toronto’s trendy Queen Street and will live on through June 28th. Consumers are encouraged to socialize their experience using the hashtags #nescafeca and #taproom.