Nestlé India Partners with Gamers for NESCAFÉ Cold Coffee

Nestlé India has expanded its NESCAFÉ Ready-to-Drink Cold Coffee range, targeting young consumers who seek convenience, variety, and on-the-go refreshment. To deepen its connect with Gen Z, Nestlé partnered with top gaming streamers to position the new café-style cold coffee as the perfect gaming companion.

“Our goal was to tap into the growing gaming culture in India,” said Manav Sahni, Head of Dairy Business, Nestlé India. “By aligning with the Minecraft community around the launch of the movie, we aimed to boost brand awareness through immersive live streaming activations.”

The campaign kicked off with teaser posts from streamers, inviting fans to “chill with them and NESCAFÉ.” A total of 27 Minecraft livestreams were activated during the movie launch, where streamers played mini-games and took coffee breaks on stream. 

GamerFleet’s launch stream alone saw 6.6 million impressions and 1.2 million organic views, while the overall campaign reached 3.89 million organic views in just 10 days.

The activation, executed with media agency Publicis and gaming ad-tech platform StreamO, will continue throughout April with 50 streamers going live, further cementing NESCAFÉ’s bond with India’s vibrant gaming community.