Nescafe launches less-sugar coffee brand in Singapore with band playing outside HDB block

Nescafe has launched a campaign in Singapore that places the coffee in the heart of the citystate’s neighbourhood areas to launch its new strong coffee with less sugar brand.

Shot by Singapore’s colourful Rochor Centre public housing development in Bugis, a band plays the song ‘Gao Siew Dai (less sugar)’ for local residents.

The coffee is introduced on Nescafe’s Facebook page as “deliciously strong and so Gao its guaranteed to make you feel very very SHIOK!”

The agency behind the work was GOVT Singapore, which created the popular ‘Creating friendships’ campaign to encourage neighbourliness in Singapore in 2014. The production company was The Momentum.


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