Coffee culture is relatively new in China. While most people can maybe tell the difference between a latte and a mocha, most have not heard of white coffee. There has been a lot of misleading or incorrect information on the web about white coffee and white coffee remains a mystery to many. We leveraged on this insight to create buzz for the launch of Nescafé's White Coffee.
For two weeks, we seeped information on the web about the magical health benefits of drinking white coffee and a mystery man who discovered and imported white coffee to China. After which, we reveled that our mystery man is actually local web celebrity impersonator, Mike Sui, and there is nothing magical or mysterious about white coffee and it can be enjoyed by all. We thus took this opportunity to educate our audience on coffee culture and provide tips on how to make their coffee experience sweeter.
