NESCAFÉ Malaysia tied up with Media Prima to present a TV show fronted by its products. As coffee culture continues to enrich the everyday lives of Malaysian consumers, NESCAFÉ aims to highlight how the brand evokes #bangkitkansemangatpagi, the "get ready" spirit of achieving positive transformation in its consumers.
Centred on its Blend & Brew coffee mix, NESCAFÉ concocted a “boy-meets-girl” comedy mini series titled Ben & Bella. Ben & Bella follows the journey of the titular two young, ambitious interior designers from two different firms as they navigate work, life and love against the backdrop of a creative co-working space. Confronted by their differences - and their past, they must overcome those challenges as they set out to achieve their business goals and a shot at love.
The series comprises five 10-minute episodes and features Malaysian actor-singer Alvin Chong and Singaporean singer-actress Hannah Delisha playing the eponymous Ben and Bella respectively. The two are backed by a supporting cast that includes Umie Aida as Bella’s mentor Zulina, Yusuf Bahrin as Bella’s overprotective colleague Johan, and Bella Dally as Bella’s client and rival to win Ben’s heart. Ben & Bella will air on TV3 and TV3 Youtube channel simultaneously over five Mondays beginning 23 March through 20 April 2020. A+M has reached out to NESCAFÉ for additional information on the partnership.
Othman Chraibi, business executive officer - NESCAFÉ, Nestlé (Malaysia) said the team is passionate about inspiring positive transformation, and by telling the story of Ben & Bella, NESCAFÉ wants to showcase moments of positive transformation where the characters get ready to seize the opportunities ahead of them.
“It is in these pivotal ‘get ready’ moments that NESCAFÉ Blend & Brew brings out the best in them. We recognise the transformative power of storytelling in not only connecting people but also connecting with them. Together with our partners at Media Prima, we have crafted a feel-good story that resonates with the youth - and the young at heart,” he added.
Meanwhile, Nini Yusof, director of sales and strategy, Media Prima Television Networks said the partnership with NESCAFÉ Blend & Brew allows for more creative and cohesive storytelling across the various media touch-points at the network’s disposal.
“Product integration is nothing new in the world of branded content, but the ingenuity of our creative team has enabled the NESCAFÉ brand to blend seamlessly into the Ben & Bella story, making it integral to the plot and relevant to the audience,” she added.
NESCAFÉ has been ramping up its marketing efforts since the start of 2020. In January, NESCAFÉ GOLD tied up with homegrown shoe and bag designer Christy Ng to usher in the Chinese New Year with a limited-edition NESCAFÉ GOLD x Christy Ng bag. According to NESCAFÉ then, the bag encapsulates the spirit of Chinese New Year with a design inspired by the traditional Chinese hand fan.