By Theresa Moses
In a remarkable fusion of global celebration and local pride, NESCAFÉ, Nestlé’s flagship coffee brand, marked International Coffee Day and Nigeria’s 65th Independence Anniversary by serving 65,000 cups of coffee to consumers across 25 cities nationwide. From Lagos and Abuja to Kano, Port Harcourt, Ibadan, Enugu, Jos, Calabar, and Maiduguri, the activation became one of the most extensive consumer engagement campaigns in Nestlé Nigeria’s history.
The initiative coincided with the relaunch of NESCAFÉ 3-in-1, reformulated to deliver enhanced creaminess, a smoother taste, and a recyclable pack — innovations informed by local consumer insights and sustainability goals.
“International Coffee Day is about celebrating everyone in the coffee value chain — from farmers to street vendors,” said Jean-Pierre Duplan, Category Manager, Coffee, Nestlé Nigeria. “This year, it coincided beautifully with Nigeria’s Independence Anniversary, so we decided to share 65,000 cups to mark both milestones — a symbolic gesture of unity, flavor, and national pride.”
In Lagos, the hub of Nigeria’s coffee-on-the-go culture, the celebration energized hundreds of street coffee sellers, whose daily livelihoods depend on NESCAFÉ. For many, the activation did more than attract new customers — it rekindled their business spirit.
“I sell NESCAFÉ every morning around Ikeja,” said Blessing James, a mobile vendor. “During the celebration, sales doubled. People were excited. They saw coffee as part of our Nigerian story — something that keeps us going despite the stress.”
Beyond the joy and festivities, the campaign underscored Nestlé’s commitment to youth empowerment and small business growth. Through the MYOWBU (My Own Business) program, thousands of young Nigerians are trained as NESCAFÉ micro-entrepreneurs, turning simple coffee kiosks into profitable, sustainable ventures.
For Nestlé, the celebration was more than marketing — it was a reaffirmation of its connection to everyday Nigerian life. “Coffee symbolizes energy, hope, and possibility,” Duplan said. “And for NESCAFÉ, that’s what Nigeria represents — resilience brewed daily.”
Through a simple cup of coffee, NESCAFÉ united communities, empowered youth, and infused national pride — one sip at a time.
GATMASH NEWS
…News That Drives Impact
For advert placements and business inquiries, kindly reach us via:
📧 Email: [email protected]
📞 Tel/WhatsApp: +234 (0) 807 202 2024
We value your voice! Share your stories, eyewitness reports, and contributions with us anytime:
📲 SMS/WhatsApp: +234 (0) 807 202 2024
📧 Email: [email protected]
Visit us online: https://www.gatmash.com
