Pour It, Mix It, Hack It: How NESCAFÉ Espresso Concentrate Sparked a Coffee Movement in SA
Nestlé has officially ushered in a new era of coffee culture in South Africa with the launch of NESCAFÉ Espresso Concentrate, a bold and versatile addition to the iced coffee scene. But this wasn’t just a product launch — it was a cultural moment powered by influencer creativity and a generation determined to remix life on their own terms.
Through an ambitious influencer-led activation, Nestlé transformed social feeds into playgrounds of innovation, turning everyday iced coffee into a canvas for self-expression.
A Tease That Stirred Curiosity
The campaign began with cryptic, enigmatic posts across Instagram and TikTok. South Africa’s top digital tastemakers shared glimpses of teal mystery boxes accompanied by intriguing captions, building suspense and curiosity.
“The campaign was launched with enigmatic, cryptic posts across Instagram and TikTok. Creators teased their audiences with glimpses of teal boxes and mysterious captions, setting the stage for something out of the ordinary,”.
said Elizabeth Gichangi, Head of Marketing for Coffee at Nestlé East and Southern Africa Region (ESAR)
What followed was a crescendo of creativity in Rosebank, Johannesburg’s stylish cultural hotspot known for its vibrant and innovative energy.
Breaking the Ice — Literally
At the heart of the activation stood a striking teal block-style wall crafted to resemble acrylic ice. Dozens of mystery boxes were embedded within it, waiting to be unlocked. Influencers were handed keys — symbolic tools not only to break the ice but to break the mould.
Each box revealed a surprise mixer: bold syrups, citrus twists like orange juice, tonic water, and other unconventional ingredients. On-site mixologists blended these surprise elements with NESCAFÉ Espresso Concentrate and ice, crafting bespoke iced coffee creations tailored to each influencer’s personality.
From citrus coolers perfect for scorching summer afternoons to creamy vanilla blends ideal for cosy movie nights, every creation reflected the diverse tastes and cultural vibrancy of Mzansi.
From Content to Culture
The activation’s teal photo wall became a content goldmine. Influencers captured playful moments, shared reels and TikToks, and lit up timelines with the hashtags #HackYourSummer and #MakeYourWorld.
But what made this campaign stand out was its refusal to dictate a rigid narrative.
“What made this campaign different was its refusal to dictate a narrative. Instead, it encouraged influencers to experiment with audio, play with video effects, and inject their own cultural references. The result was content that felt organic and alive, each post a unique remix of the ‘Pour it, Mix it, Hack it’ ritual,”.
added Gichangi
Over a 12-week period, the influencer rollout delivered more than 4 million in reach across social platforms — a powerful testament to creator-first storytelling.
Brewing a New Chapter for Coffee Lovers
By empowering influencers to blend trending themes, personal stories, and unmistakable Mzansi flavour, NESCAFÉ Espresso Concentrate became more than just an innovative iced coffee product. It evolved into a symbol of creative freedom.
Followers didn’t just watch — they participated. They experimented with their own iced coffee hacks at home, shared their remixes online, and joined a nationwide conversation redefining coffee culture.
As more creators take up the challenge, one thing is certain: the future of coffee in South Africa is set to be bold, experimental, and anything but ordinary.
Coffee lovers can follow the movement and discover new mixes via:
Instagram & TikTok: @nescafesa
Facebook: NESCAFÉ South Africa
#HackYourSummer #MakeYourWorld
