Nescafe’s latest “World Says Coffee” campaign used Environics Prizm data to maximize its reach against a diverse Canadian consumer. Environics Prizm categorizes consumers into distinct clusters based on demographic, geographic and psychographic attributes to enhance targeting across a variety of media channels.

“Supplementing standard platform-based targeting with Prizm data allowed us to reach audiences that matter most and are representative of the diverse Canadian Nescafe consumer,” Ali Tinker, senior director connections at Thrive, the media agency behind the campaign, tells MiC.

The campaign leveraged a strategic combination of mass and ethnic/newcomer media platforms while Environics Prizm targeting was executed in partnership with Corus, Rogers and Google.

“We strategically utilized a combination of broad-based media channels and platforms that allowed for precision-targeting with Nescafe’s Environics Prizm segments. Linear television, Facebook and Instagram allowed us to drive scale and acquire mass reach, which were critical in launching this new campaign (one of Nestle’s biggest),” adds Tinker. “We supplemented these tactics with online and offline platforms that extended our reach and allowed for audience-based targeting that utilized Nescafe’s Prizm data – this included Cynch, Rogers ConnectedTV and digital video.”

The campaign targeted a wide range of adults from 25 to 54 years old.

“We know that Canada is one of the most diverse countries in the world. This presents an incredible opportunity for Nescafé to not just connect with people who already have an affinity for our brand, but also leverage that love for the brand across the world to let all Canadians know that, hey, maybe you should give the world’s favorite cup of coffee a try,” says Carm DaSilva, VP beverages, Nestlé Canada.

Courage led the creative for the campaign.