Filtering Africa’s coffee culture
Nestlé Central West Africa operates in 22 countries, some more coffee-loving than others. Positioning the NESCAFE brand so that its values are consistent across a whole region, while tailoring messaging to local cultures with their many different languages and traditions, is no mean task.
Using our expertise in cultural insight and analysis, we teased out the different attitudes to coffee across the region, and identified wider socio-economic and cultural themes.
Our research uncovered a renewed pride in African heritage and identity, for example, equipping Nestlé with a valuable platform on which to base is messaging and innovate for growth.