Nationwide Activation Showcases Enhanced NESCAFÉ 3-in-1 Blend and Commitment to Sustainability
Lagos, Nigeria – In a massive nationwide activation, NESCAFÉ marked a dual celebration of International Coffee Day and Nigeria’s 65th Independence Anniversary by serving an impressive 65,000 cups of coffee to consumers across the country.
The large-scale sampling initiative spanned 25 cities, reaching consumers in major hubs, markets, and universities from Lagos to Sokoto. The campaign’s goal was to connect with Nigerians and reinforce NESCAFÉ’s role in starting their day strong.
Relaunching a Favorite with Enhanced Taste
The activation follows the recent relaunch of the classic NESCAFÉ 3-in-1 in Nigeria. The improved blend now offers enhanced creaminess, a smoother milky taste, and the brand’s signature aroma—all developed based on local consumer insights. Crucially, the product is now delivered in design-for-recycling packaging, underscoring Nestlé’s commitment to sustainability alongside consumer satisfaction.
Jean-Pierre Duplan, Category Manager for Coffee at Nestlé Nigeria, highlighted the significance of the event. “We recognized that International Coffee Day, a global celebration of the people who make coffee special, coincided with the nation’s 65th Independence Anniversary,” he said. “Serving 65,000 cups was our way of celebrating both milestones while reinforcing NESCAFÉ’s role in everyday Nigerian coffee moments.”
The initiative resonated deeply with participants. Tobilola Felix, a consumer in Lagos, shared his excitement: “It gave me a great start to my day and reminded me of the pride we share as Nigerians.”
Beyond delighting consumers, NESCAFÉ continues to invest in economic empowerment through its MYOWBU (My Own Business) program. This initiative has successfully nurtured youth entrepreneurship in collaboration with Nestlé Professional, empowering over 1,400 young Nigerians to achieve financial independence.
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