Nestlé Ghana has launched its latest Nescafé campaign, 'My Coffee, My Vibe', at the University of Ghana, Legon, as part of efforts to connect with young consumers through music, talent and self-expression. The activation, held on Friday, August 7, attracted thousands of students who took part in various activities while enjoying Nescafé.
Lively Campus Fun
The event featured singing and dancing performances from students, creating a lively atmosphere on campus. Popular dancer Dancegod Lloyd also made a surprise appearance with his team, delivering a performance that drew excitement from the crowd. Ghanaian singer and songwriter Adina Thembi also made a surprise appearance, performing some of her songs to the delight of students.
'My Coffee, My Vibe' Aims to Make Coffee Part of Lifestyle
Speaking to the media after the event, Category Development Manager for Nescafé Ghana, Lily Boatemaa Ntim, said the campaign was designed to make coffee part of the lifestyle of young consumers. “My Coffee, My Vibe is a targeted project that today is a new campaign that we want to outdoor to be able to meet our target consumers where they are most comfortable. We want coffee not to be a stimulation or an afterthought but something that is part of their lifestyle, something that is, in quotes, indulgent,” she explained.
Talent Hunt and Prizes
As part of the campaign, students will compete in singing and dancing, with winners eventually battling it out for the top prizes. According to Mrs Ntim, winners in the respective categories will receive GH¢30,000 in cash as well as mentorship opportunities. The campaign will visit the University of Cape Coast (UCC) and Kwame Nkrumah University of Science and Technology (KNUST), in addition to the University of Ghana.
Engaging Young Consumers
The campaign is aimed at recruiting new consumers, showcasing young talent and engaging students in an environment where they feel most comfortable. According to Mrs Ntim, the campaign will continue across the selected campuses as Nestlé Ghana seeks to deepen its engagement with young consumers. “One, to bring their culture in. And two, to also recruit. Three, to meet our target consumers where they are most comfortable, which is on campus,” she said.
What's Next
The 'My Coffee, My Vibe' campaign will continue to visit other university campuses in Ghana, aiming to engage young consumers and make coffee a part of their lifestyle. By merging coffee consumption with self-expression and passion, Nescafé Ghana hopes to create a lasting impression on the country's young population.
Source: Joy Online
