Nestle: Dolce Gusto Capsule Coffee Machine Product Launch

Nestle won big in the 80s and 90s, when Chinese consumers first embraced soluble instant coffee, becoming a leading brand in the market.

However, as consumers have shifted their coffee-habits to out-of-home options such as Starbucks, Nestle has fallen behind in terms of sophistication.


To engage more sophisticated behavior, Nestle launched Dolce Gusto, an in-home capsule coffee machine in China. To successfully launch the product and create a supporting behavior, the brand launched a number of digital engagements focused on target coffee drinkers.

What you’ll learn:

  • How to launch a new product through social media
  • How to use trending topics to encourage new behavior
  • How use virtual communities to engage young consumers
  • How to theme social media assets to create brand perception
  • How to create new behavior through online video
  • How to amplify co-brand collaboration through H5 mini sites
  • How to educate consumers through e-commerce design

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