How Nescafé and Herd MSL tapped into Gen Z 'hack culture'

How do brands connect with a generation that responds best to inspiration from those they trust?

Herd MSL Executive Director Matt Ogilvie and Nestlé Australia Head of Marketing - Coffee Melissah Toomey sat down with AdNews Australia to share how Nescafé flipped the traditional ad model to a creator-led, culture-first strategy for the launch of its new Espresso Concentrate.

The pair revealed how Nescafé used 'culturally credible' talent, a TikTok-inspired café activation and trend-based storytelling to authentically connect with Gen Z.

“You have to be able to show up in culture in a way that’s authentic to the audience you’re talking to. That means means acting faster, staying on top of trends and working closely with our agency partners," Toomey said.

Read the interview here.