Objective Tommy Cash
Nescafé Latte wanted to generate reach and awareness for the Espresso and Macchiato flavors, so we devised an action coinciding with the release of Tommy Cash’s song “Espresso Macchiato” at Eurovision 2025.
The goal was to connect with a young audience, amplify the digital conversation around the brand, and take advantage of the cultural context of the festival to position Nescafé Latte as part of the trend.
Nescafé Latte set out to generate reach and awareness for its Espresso and Macchiato flavours through a timely activation aligned with the release of “Espresso Macchiato” by Tommy Cash during Eurovision 2025.
Our goal was to connect with a young audience, amplify digital conversation around the brand, and leverage the festival’s cultural moment to position Nescafé Latte as part of the trending conversation.
The challenge was simple and bold: get Tommy Cash to try Nescafé Latte at the height of his Eurovision buzz.To make it happen, Keepers sent creators Fizpireta, Luc Loren, and Uy Albert to Basel, where the artist was based. The creators documented their mission in real time across Instagram and TikTok through stories, reels, and video content, turning the activation into a live, unfolding adventure followed closely by their communities.
At the core of the campaign was a clear commitment to creative influence. Rather than presenting the product in isolation, the strategy focused on storytelling, blending music, pop culture, and brand into a narrative audiences wanted to follow and share. The creators were not passive messengers, but active protagonists, driving genuine engagement from their communities.
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