Objective
The objective was to drive brand salience and product trial by positioning NESCAFÉ RTD as the premier post-workout refreshment during the Dubai 30×30 Fitness Challenge. By tapping into the city’s fitness momentum, the activation aimed to build a functional association between NESCAFÉ’s chilled coffee range and an active, high-energy lifestyle.
MECHANICS
The brand utilized a “Challenge & Reward” framework where participants earned a chilled NESCAFÉ RTD by completing a fitness task of their choice, such as burpees, push-ups, or planks. This interactive gamification allowed for direct consumer engagement, culminating in a personalized sampling experience where winners selected their preferred flavor from the Spanish Latte, Intenso, Cappuccino, or Mocha range.
RESULTS
The activation successfully delivered high-volume sampling and positive brand sentiment by rewarding physical effort with instant refreshment. By integrating into a high-traffic fitness hub at Kite Beach, the campaign secured significant brand visibility, drove product education across the diverse RTD portfolio, and reinforced NESCAFÉ’s role as an essential companion for on-the-go energy.
