NESCAFÉ is ‘Always Ready’ with new Iced Coffee launch via Saatchi & Saatchi

NESCAFÉ is taking its coffee on the go with the launch of a new ready-to-drink Iced Coffee range in Australia, supported by ‘Always Ready’, an integrated campaign from Saatchi & Saatchi Australia.

With nearly 40% of Gen Z's out of home coffees being cold, NESCAFÉ Iced Coffee has been designed as the perfect everyday carry for a generation that's always on the move. Whether it's the morning commute, a study session, an afternoon catch-up or a spontaneous change of plans, it's the ideal companion to stay ready for whatever comes next.

Available in Iced Latte, Iced Mocha and Iced Caramel Latte, the new range brings the familiar taste of NESCAFÉ into a convenient ready-to-drink 237mL sleek aluminium can.

The integrated campaign celebrates young Aussies who embrace spontaneity and make the most of every moment, positioning NESCAFÉ Iced Coffee as the grab-and-go companion that helps them keep pace with wherever the day takes them.

Nestle Head of Marketing Beverages ANZ Melissah Toomey said: “Young Australians are constantly on the move and looking for products that can keep up with them. NESCAFÉ Iced Coffee is designed for those moments when plans change, opportunities pop up and the day takes an unexpected turn. It's a delicious, iced coffee that's always ready whenever you are."

Michael Barnfield, Creative Director, Saatchi & Saatchi Australia said: “Gen Z are right at the beginning of their journey into coffee. They aren’t into fuss and formality. For them, it’s all about great taste and convenience. Our campaign captures the spontaneity and energy of simply going with the flow, with a NESCAFÉ Iced Coffee in hand, so you can be ‘Always Ready’ for where the day takes you.”

Content creation for NESCAFÉ campaign

The hero video assets were directed by Gabriel Gasparinatos of Revolver, with original music composed by Helena Czajka of Mighty Sound. 

The media strategy and execution was developed and led by WPP Media OpenMind to build rapid awareness of the product and reach consumers in transitionary moments when they are feeling the need to be ‘Always Ready’. 

The campaign is running across social, online video, OOH and retail – with post production and content adapted and built by Nestle’s in-house content studio partner Shuttlerock. 

Reaching and engaging Gen Z within their conversations, HERD MSL is leading an earned media, social and creator approach, further brought to life with brand experiences and sampling led by Yakusan.

The launch forms part of NESCAFÉ’s broader strategy to grow its presence across Australia’s evolving coffee culture and expand its liquid coffee portfolio.