FAYUM.GR

In collaboration with Publicis Greece, NESCAFÉ Azera Freddo Espresso launched “Hack your Freddo Experience”, a strategy aimed at redefining the coffee experience for Generation Z—consumers characterized by their demand for innovation, personalization, and authenticity.

The Challenge
Our primary challenge was to resonate with Gen Z’s lifestyle, which values creativity, quick adaptation to trends, and meaningful personal experiences. The goal was to establish NESCAFÉ Azera Freddo Espresso as a staple in their daily routines.

Strategy: “Hack Your Freddo Experience”

The core strategy, “Hack Your Freddo Experience,” was crafted to align with Gen Z’s life-hacking culture and their desire for smart, personalized choices. With this approach, we are not only offering a product but actively debunking myths surrounding the preparation of freddo espresso. We demonstrate that creating the perfect freddo doesn’t require complex equipment or expertise—just NESCAFÉ Azera Freddo Espresso and a bit of creativity. This approach positions NESCAFÉ Azera Freddo Espresso as a tool for self-expression and a means to elevate everyday coffee moments

Key Pillars
My Freddo (Creativity): Empowering Gen Z to personalize their coffee experience.
Smart Choice (Affordability): Offering an economical yet high-quality coffee solution.
Easy-Me (Flexibility): Providing convenience without sacrificing quality.

These pillars defined the framework for our communication strategy and helped articulate the brand’s value proposition.

Azera Hacks
Within our strategic framework, “Azera Hacks” functioned as innovative touchpoints, showcasing:

• Perfect taste and customization options.
• Ease of preparation without the need for machines.
• Cost-effective solutions that align with Gen Z’s budgeting habits.
  These hacks provided real-life applications of our strategy, turning ordinary coffee moments into unique experiences.

I invite you to explore the journey through our first videos, with more exciting content on the horizon.