Nescafé: Nescafe Sweet & Creamy Coffee Taproom by WorkInProgress

Client: Nescafé
Date: Jun 2017
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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.

Credits

Client: Nescafé Sweet and Creamy

SR MARKETING MANAGER: Deana Zaghloul

MARKETING LEADER, BEVERAGES: Ryan Saunders

VP OF COMMUNICATION AND MARKETING: Tracey Cooke

ASSISTANT MARKETING MANAGER: Daniela Tracanelli

Agency: WorkInProgress

Partner/Creative: Andrew Lincoln

Partner/Creative: Matt Talbot

Partner/Business + Legal: Pete Sheinbaum

Partner/Production: Stafford Bosak

Partner/Account + Strategy: Alex Guerri

Partner/Account + Strategy: Evan Russack

Partner/Technology: Harold Jones

Business Affairs: Jen DeCastro

Experiential Agency: Mosaic, Toronto

Director: Meighann Cassidy

Account Manager: Katie Piccot

Production Company: Adhoc Content, Toronto

Director: Brooks Reynolds

DOP: Kristofer Bonell

Executive Producer: Michel Korchinsky

Line Producer: Erica Parks

Editorial, Grade, Post Company: 11 Dollar Bill, Boulder

Editor: Dan Aronin

Assistant Editor: Faith Trottier

Motion Graphics/VFX: Christian Robins

Colorist: Clark Jackson

Managing Director: Lisa Effress

Mix House: Coupe Studios, Boulder

Audio Engineer: Greg McCrae

Executive Producer: Eric Singer

Stills Post Production: Catchlight Digital, NYC

Founder: Gene Bresler

Physical Computing Production: Barbershop, Denver

CPO: Robin Cain

CCO: Brandon Minch

Digital Partner: Urbery, Toronto

Founder, CEO: Mudit Rawat

eCommerce Manager: Sarah Kwan

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