How Nescafe used its Facebook cover photo to promote new packaging

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Nescafe used its Facebook timeline cover photo to illustrate fans "liking" its Facebook page to promote a new tin design. An image of coffee beans in a glass tank was used, and as each fan liked the brand, 1 bean per fan was removed. The more the likes, the less the coffee beans. The stunt was used to engage consumers with the band and create the firs tlook offer on Facebook. The new packaging was revealed in 22 hours.

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Brand: Nescafe | Country: Greece| Sector:FMCG Drinks | Objective: build brand engagement | Agency: OgilvyOne, Athens, Greece| Format: Facebook cover photo

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