Nescafe Urban Beach

We turned a festival into an urban escape — and a coffee brand into the perfect companion for laid-back summer moments.

Music Festival

FMCG

Brand Experience

Influencer Marketing

Context

Nescafé wanted to create a memorable and meaningful brand experience at Nostalgia Festival, one of Romania’s largest multi-sensory events celebrating the retro-disco culture of the ’90s and 2000s.

Blending vintage music and visuals with a futuristic setup, the festival attracts thousands of attendees looking to relive old memories while escaping their daily routines. Within this vibrant environment, Nescafé aimed to connect emotionally with festival-goers and reinforce its brand as a companion for shared moments and positive energy.

Connection Point

Retro-themed festivals like Nostalgia tap into people’s desire for safe, comforting spaces, places that remind them of simpler times while allowing them to express themselves freely. We saw an opportunity to align this emotional need with the brand’s promise of connection and energy.

When people feel at ease, they open up. They smile more, connect more, and yes, they’re more willing to try something new. That’s the emotional space we wanted Nescafé to own: the comfort zone that sparks connection.

Solution

We built the NESCAFÉ Urban Beach: a chilled-out oasis in the heart of the festival, balancing the tension between city rush and seaside calm. Sand, loungers, umbrellas, and a summer soundtrack created an environment that invited people to slow down and enjoy the moment.

To elevate engagement, we added more layers of experience: live frappé-making sessions, photo corners, product sampling, influencer collaborations, and social media contests. Over 10,000 frappé samples were served, 2,000 prizes were awarded, and Romanian influencers like Selly and Antonia joined the experience.