In commemoration of International Coffee Day and Nigeria’s 65th Independence Day
Anniversary, NESCAFÉ executed a large-scale activation, serving 65,000 cups of
coffee to consumers nationwide to mark the dual occasion. The initiative spanned 25
cities, including Lagos, Abuja, Kano, Port Harcourt, Ibadan, Enugu, Jos, Nasarawa,
Minna, Kaduna, Bauchi, Owerri, Onitsha, Abeokuta, Ilorin, Calabar, Uyo, Lokoja,
Lafia, Osogbo, Ado Ekiti, Maiduguri, Yola, Benin, Asaba, Makurdi, and Sokoto,
reaching consumers in universities, business districts, markets, and community
hubs.
This activity also follows the relaunch of the original NESCAFÉ 3-in-1 in Nigeria,
which now comes with enhanced creaminess, a smooth milky taste, and the brand’s
signature aroma, all developed from local consumer insights. The product is now
delivered in design-for-recycling packaging, underscoring Nestlé’s commitment to
sustainability while meeting evolving consumer preferences.
Speaking on the occasion, Jean-Pierre Duplan, Category Manager, Coffee, Nestlé
Nigeria said: “Earlier this year, we relaunched NESCAFÉ 3-in-1, offering an
improved flavour and smoother creaminess in a convenient sachet. This coffee variant
is loved by many in Nigeria. The relaunch was carefully shaped by consumer
preferences while advancing our sustainability commitments through recyclable
packaging. We also recognised that International Coffee Day, a global celebration of
the people who make coffee special across the value chain from farm to cup,
coincided with the nation’s 65th Independence Anniversary. We decided to delight
our consumers by serving 65,000 cups across the country as a way of celebrating
both milestones while reinforcing NESCAFÉ’s role in everyday Nigerian coffee
moments, helping consumers start their day strong.”
The response from consumers highlighted the impact of the campaign. One of the
participants, Tobilola Felix, shared his excitement: “I was thrilled to get my cup of
NESCAFÉ this morning. It was such a pleasant surprise, especially on my way to
work. As a Nigerian, it feels special to be part of this celebration, knowing that I am
experiencing both International Coffee Day and our 65th Independence Day in such a
unique way. It gave me a great start to my day and reminded me of the pride we
share as Nigerians.”
Beyond the sampling, NESCAFÉ continues to give back to its consumers,
particularly through the MYOWBU (My Own Business) program, which nurtures
youth entrepreneurship and fosters economic opportunities across Nigeria. In
collaboration with Nestlé professional, the program has empowered over 1,400
young Nigerians to start businesses and achieve financial independence.
