News

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.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing