NESCAFÉ hacked home coffee rituals, reaching 3.2M viewers with Amazon Ads

Goals

The morning ritual of crafting the perfect cup of coffee has become more than just a caffeine fix—it's a moment of creativity, a chance to experiment, and for many, a highlight of the day. NESCAFÉ recognized that modern coffee lovers weren't just seeking a caffeine fix, they were looking for inspiration, creativity, and the ability to craft their perfect cup. Within Oceania, NESCAFÉ recognized that over a third of all coffee cups consumed were iced, predominantly driven by Gen Z, yet there was a noticeable gap in at-home solutions that delivered creativity, taste, and versatility. In 2024, NESCAFÉ launched the first-ever concentrated solution designed to craft the perfect cup of iced coffee at home.

During Prime Day 2025, NESCAFÉ and the Amazon Ads Brand Innovation Lab collaborated on a full-funnel campaign that reached millions of audiences, inspiring customers to hack a delicious iced coffee at home with NESCAFÉ Espresso Concentrate, driving online and offline sales and creating brand salience.

Approach

NESCAFÉ identified Prime Video as an ideal solution to reach millions of engaged viewers alongside the entertainment they love. This allowed NESCAFÉ to create shoppable streaming TV ads, using QR codes to drive customers to the heart of the campaign: a NESCAFÉ Espresso Concentrate Brand Store on Amazon, which served as a digital coffee exploration hub. The store showcased three signature flavors alongside creative recipe “hacks” that transformed simple ingredients into coffee shop favorites: from refreshing iced coffees to indulgent tiramisu and sophisticated espresso martinis.

Each recipe inspiration was designed with seamless shopping and Gen Z in mind. As customers explored different coffee creations, they could instantly add all the necessary ingredients to their cart with a single click. The Brand Store became more than just a shopping destination; it evolved into an interactive recipe book where commerce met creativity.

“We wanted to remove all friction between inspiration and action,” explains NESCAFÉ E-commerce Lead Jessica Smith. “When someone sees a delicious iced caramel macchiato recipe, they shouldn’t have to hunt for ingredients across multiple pages. Everything they need is right there, ready to add to cart, making the journey from discovery to creation completely seamless.”

Harnessing the momentum of a high-traffic event, NESCAFÉ launched their campaign ahead of Prime Day, Amazon's biggest deal event of the year. The campaign was anchored in high-impact display advertising to drive awareness and leveraged Amazon's first-party signals to reach highly engaged audiences and new-to-brand customers. This was critical for the campaign given the audience focus on 18–34-year-olds and the introduction of an entirely new format for at-home coffee consumption.

To amplify the campaign's reach, NESCAFÉ collaborated with the Amazon Influence Program. Creators shared their personal coffee experiences and recipe hacks, generating genuine buzz through organic content.

“We wanted to meet our young, vibrant coffee drinkers where they already were and show them how easy it could be to create café-worthy drinks at home, all in one single shot,” says Natasha Jones, NESCAFÉ Marketing Manager.

The approach transformed casual browsers into confident creators, armed with both the ingredients and inspiration to begin their at-home barista journey.

Results

For the first time, NESCAFÉ leveraged Amazon Marketing Cloud to gain deeper insights into the customer journey, mapping the path from awareness to consideration to purchase. This full-funnel approach allowed the team to see the complete path to conversion, uncovering insights that informed every touchpoint of the campaign. The campaign reached 3.2 million unique viewers and drove a 54% year-over-year increase in glance views.¹ Beyond engagement, the impact on consumer behavior was clear—brand consideration jumped 20.7%, purchase intent rose 8.7%,² and brand recall strengthened by 10.3%,³ demonstrating how a connected, insight-driven approach can turn inspiration into action.

By combining the creativity of the NESCAFÉ Brand Store, the reach of Amazon Influencers, and the engagement of Prime Video, NESCAFÉ turned ordinary mornings into moments of inspiration. The strategy proved powerful, driving a remarkable 321% increase in glance views in just one week and the featured Espresso Concentrate range saw an 8.9%⁴ national uplift during the campaign period.

The full-funnel Amazon Ads campaign not only reached millions of coffee lovers but also made it effortless for them to bring café-quality drinks into their homes.

Sources

¹ AMC analysis period from July 4–August 6, 2025, AU.

^2–3 Lucid DATA, AU, July 4–August 13, 2025.

⁴ Circana Media Lift Study, AU, March 8–September 13, 2025.