NESCAFÉ® Celebrates Soccer's Unique Post-Game Ritual with New Campaign

In an exciting development for both coffee lovers and soccer fans, NESCAFÉ® has launched its innovative campaign titled "The NESCAFÉ® Third Half." This initiative, which embraces the culturally rich practice of post-game discussions in soccer, features prominent soccer icons Landon Donovan from the U.S. and Luis García from Mexico. Together, they embody the passion and camaraderie that fill the air after each match, as fans share stories, insights, and spirited debates over their shared love for the beautiful game.

NESCAFÉ® has identified that a staggering 83% of soccer fans agree that post-match conversations become particularly lively, turning what is merely a game into a memorable experience. To capitalize on this, NESCAFÉ® has introduced a limited-edition Espresso Keg intended to transform the final whistle into the kick-off for "The Third Half." This special keg not only symbolizes a new ritual but also serves as a centerpiece for fans seeking to connect and celebrate every memorable moment from the game.

Exclusive Product Launch

Fans looking to get their hands on the NESCAFÉ® Espresso Keg can look forward to three exclusive sales drops on May 15, May 21, and June 11 at 2 p.m. ET — all available at nescafe.com/espressokegs for the introductory price of $10, an homage to Donovan's iconic jersey number. Each keg promises approximately 20 servings alongside renowned NESCAFÉ® Espresso Concentrate varieties, including Black and Sweet Vanilla, along with a recipe card to ensure that every pour is perfect.

A Cultural Moment

This campaign isn't just about coffee; it’s about a cultural experience that resonates deeply with the soccer community. The limited-edition espresso keg brings people together, prompting hearty discussions about favorite plays and referee calls as fans gather around their cups of NESCAFÉ. According to Rob Marsh, the marketing director for NESCAFÉ, coffee is already an integral part of gameday for 73% of soccer enthusiasts. Thus, it makes perfect sense for the brand to leverage its identity as the world’s largest coffee provider to enhance the festivities surrounding the soccer season.

The Star Cast

Landon Donovan expressed his excitement about the partnership, reflecting on how NESCAFÉ® has been part of his daily routine since embarking on his professional soccer journey. "My mornings have always begun with a cup of NESCAFÉ, making this collaboration a full-circle moment for me. The 'Third Half' is a beautiful way to celebrate post-game moments, where fans unite to reminisce and argue over plays and outcomes. The NESCAFÉ® Espresso Keg elevates this experience by keeping the conversation alive long after the final whistle," he stated.

Luis García echoed Donovan's sentiments, emphasizing the significance of this campaign in bringing fans together through their collective love for soccer and coffee.

A Global Vision

This ground-breaking marketing initiative supports NESCAFÉ®’s target audience in both the U.S. and Mexico, launching across diverse channels, including digital platforms, television, and experiential marketing. It’s a perfect example of how two cultures can intertwine through shared passions.

As the soccer season unfolds, fans are encouraged to score their NESCAFÉ® Espresso Keg early, ensuring they aren’t left out of this exciting ritual. For updates, exclusive content, and more intriguing news, followers can check out NESCAFÉ® on social media platforms like Instagram, TikTok, and Facebook, or directly on their website.

This campaign not only reinforces NESCAFÉ's commitment to engaging with its audience in a meaningful way but also highlights the enjoyment of reliving game memories, fueling anticipation for each upcoming match. The NESCAFÉ® Third Half is set to redefine how fans enjoy the exhilarating moments of soccer, spotlighting coffee as an essential companion in the world of sports discussions.