NESCAFÉ brews a new era with singer Raisa at Prambanan Jazz Festival

NESCAFÉ Indonesia has launched a new campaign at the 2025 Prambanan Jazz Festival, tapping popular singer Raisa as brand ambassador in a push to connect with younger coffee drinkers. The Nestlé-owned brand also joined the event as official coffee partner.

The partnership sees Raisa, who first fronted a NESCAFÉ campaign in 2013, returning as the brand’s official ambassador more than a decade later. Speaking at the festival, Raisa remarked: “NESCAFÉ and I already have a history together. Now, collaborating for the second time, I hope this partnership can be even more collaborative and inspiring going forward.”

To mark the collaboration, Raisa introduced her own signature drink - the Prambanan Blanc Coffee - using NESCAFÉ Ice Roast as its base. The activation, taking place within NESCAFÉ’s immersive booth area, offered festival-goers a self-service café-style experience, complete with a combi van and custom Ice Americano stations.

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This was no random brand presence. As Prasasti Dhaniswari, category marketing manager coffee at Nestlé Indonesia, put it: “Seeing the spirit of Prambanan Jazz Festival in preserving Indonesian culture, NESCAFÉ Indonesia is taking part with the aim of enriching visitors’ meaningful moments.”

Her statement points to a clear strategy: turning coffee into a lifestyle symbol through culture-driven branding. By choosing the Prambanan Jazz Festival - set against the backdrop of the iconic Prambanan Temple - NESCAFÉ positions itself at the intersection of product, music, and national identity.

Creative director of the festival, Iwe Ramadhan, highlighted this alignment: “NESCAFÉ’s presence definitely adds to the excitement. It’s not just a refreshing drink of choice, but also a symbol of how NESCAFÉ can always be there to accompany fun and energetic moments.”

Raisa’s 2013 campaign, marked by the line “Ngopi Yuk,” became a cultural earworm that still resonates with millennials. Bringing her back now taps into collective memory while introducing her to a new Gen Z audience - a generation that prizes authenticity, but also delights in revived cultural touchpoints.

But this campaign isn’t all sentimentality. There’s also product at the heart of it. NESCAFÉ’s ready-to-drink portfolio - especially Ice Roast and Ala Café - is a key driver of growth. By integrating it into hands-on experiences, the brand not only generates trial but ties consumption to moments of joy and community.

Fahri, one of the festival attendees, summed up the impact best: “Wow, Prambanan Jazz Festival really has the full package this year. I also got to try the Prambanan Blanc Coffee, a special drink made directly by Raisa. The coffee tastes unique - smooth and refreshing.”

NESCAFÉ’s Ice Roast and Ala Café are on shelves at minimarts across Indonesia. The Ala Café range brings café-style favourites closer to home, with flavours such as Cappuccino, Ice Black, Latte, Caramel Macchiato, Oat Latte, and Gula Aren.

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