Nescafé turns to everyday connection in first masterbrand campaign

Nescafé is shifting from product-led coffee messaging to a broader masterbrand platform, launching Make Your World with Saatchi & Saatchi Australia in a bid to position the brand around everyday connection.

The campaign marks a brand first for Nescafé and brings together products including Blend 43 and Nescafé Concentrates under one shared idea: the small coffee moments that bring people together.

It comes as instant coffee remains one of the largest parts of Australia’s coffee market, even as consumer behaviour fragments across café coffee, pods, ready-to-drink formats, concentrates and premium at-home options.

Australia’s instant coffee market reached around $600 million in 2025 and is forecast to grow to US$864 million by 2034, according to IMARC. Mordor Intelligence also reported instant coffee as the largest product segment in the Australian coffee market in 2025, with a 42.11% share.

The hero film centres on a grandfather repeatedly calling his grandson over to fix things that do not seem particularly broken. Between small repairs and cups of coffee, the campaign reveals the real reason behind the requests: a simple excuse to spend time together.

“Sharing a coffee is one of those everyday rituals Aussies and Kiwis generally love - it’s where conversations open up, stories are shared and advice gets passed down across generations," Melissah Toomey, head of marketing, beverages ANZ at Nestlé, said.

"The simple question of ‘coffee?’ is how Aussies and Kiwis have asked each other to spend time and connect with each other at home, and Nescafé has been a huge part of that for over 80 years.

The campaign brings Nescafe’s different coffee formats under one brand platform, from Blend 43 to Nescafé Concentrates. It also gives the brand a broader creative territory built around everyday coffee rituals, rather than focusing on a single product or format.

“The most powerful connections are rarely announced out loud. More often, they’re hidden inside everyday rituals and small acts of kindness. They're discovered in the moments when we look to find common ground with another person,” Avish Gordhan, chief creative officer at Saatchi & Saatchi Australia, said.

“In this story, every ‘broken’ thing is really just a charming excuse to connect. That felt incredibly human and true to the role Nescafé already plays in people’s lives.”

The campaign was directed by Alyssa McLelland of FINCH, with soundtrack composed by Helena Czajka of Mighty Sound. It rolls out from mid-May across screens, social and influencers, with support from Herd MSL and media agency OpenMind.