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Cafruza. A new beverage that’s a curious combination of coffee and (a hint of) fruit.

Rewarding Curiosity

Cafruza was a new beverage innovation Nestlé was bringing to market, strategically flavor focused on the latino market, with hopes of mass appeal for the American palate. Cafruza needed an exciting + approachable branding push, combined with a 360 experiential launch strategy and creative, that told their unique flavor story... 'iced coffee with a hint of fruit'... in an enticing way.

We tapped into this with the question: Are you Cafruza curious? The interactive campaign's purpose was to reward people's curiosity with fun and interesting experiences, because life is better when you’re curious.

More than meets the eye

To kickoff the campaign, we distribute curiously blank maps to the media, popular bloggers and people in the L.A. area. Thanks to a printing technology called Kameraflage, the maps are blank to the naked eye...

...but viewed through a camera phone or digital camera, the locations of our “Curiosities” become visible. For those curious enough to participate, each “Curiosity” they visit will give them a bottle of Cafruza, that gets them one step closer to a grand prize—the ultra-secret and exclusive Cafruza Launch Event.

The Curiosities Maps are also placed in high-traffic public areas, to give curious passersby a chance to participate. Locations of the curiosities are only revealed through mobile device camera.

Curious, very curious

The “Curiosities” come in many shapes and forms. Each Curiosity leaves people with two things: a sample of Cafruza and our message.

A randomly ringing phone placed in high-traffic areas… A mysteriously-labeled vending machine, with no slot for money and a single button… Multiple curious doors, behind one of which is a person waiting to hand people a Cafruza… Mystery grab coolers… all meant to dial up the hype and entice.

Still curious?

These Curiosities utilize the simplest form of curiosity—the act of Asking. In partnership with cafés, any customer who asks about the ¿Cafruza Curious? menu gets a free sample and a discount on their meal.

Street teams travel in pairs wearing t-shirts that say, “Ask” and “Me.” Only people curious enough to ask about or make reference to the team’s shirts get a sample of Cafruza.

And of course they ride tandem bicycles.

Even More Curious

We also included some really spectacular Curiosities, as well.

A curiously labeled box is placed near popular piers and beach areas. Push it, and a firework launches from a nearby barge.

Stand on a pressure-activated trigger, and it sets off a cool water and light display.

Refreshing Rewards

All of this hard earned curiosity collecting Cafruza’s begins to payoff as participants register their unique product codes on the digital hub.

cafruzacurious.com is the home base for the Curiosities Hunt. Once the participant has collected all of the bottles they need, a new portion of the website is unlocked to them.

Once all bottles are collected, the site uses AR logo recognition to animate coffee, fruit and graphic elements along with the official invitation - unlocking the date, time and location - to the Cafruza Launch Event.

Product Messaging:

Curious what happens when coffee and fruit come together? Congratulations! You’re about to find out, with this free Cafruza coffee cooler—the new, refreshingly curious combination of coffee and fruit, from Nescafe. cafruzacurious.com

Campaign Curious

After the influencer-driven curiosity hunt, the campaign transforms into more traditional messaging. OOH boards run shortly after the initial map distribution and Curiosities. They start to explain what Cafruza is, and use the unique concept of coffee + fruit to pique coffee-lovers’ curiosity

In-store elements are simpler versions of the Curiosities. A mysteriously-labeled floor path.... Curious signage blocking Cafruza out of view… all enticing people to find out more.

The print portion of the campaign even lets people discover Cafruza, and what it’s all about, in a curious, interactive way.

Curious Transition

To foster the campaign transition from year one to year two, we kept the aspect of curiosity, but moved into more traditional media... Placed in areas where people are looking to kill time, these boards give curious people something fun to interact with and illustrate how coffee and fruit come together to make Cafruza.