Nescafé and Google in virtual reality coffee experience: ‘People feel as if they are right there in the plantation’

Google Cardboard lets viewers see the plantations where Nescafé is sourced from

Transparency on sustainability needs to go beyond data on packaging if it is to really engage consumers, says Nescafé, as it partners with Google to launch a virtual reality coffee experience. 

Nescafé is launching the ‘fully immersive’ virtual reality experience this week, which lets viewers see coffee fields in Brazil via a mobile phone app and Google viewer.

Michael Chrisment, global head of integrated marketing, Nescafé, told BeverageDaily the experience is targeted at millennials, who are more responsive to sustainability concerns than their parents and grandparents. They also want to consume content on their mobile phones.

An ‘immersive and engaging format’

Consumers can fit their mobile, with the downloaded app, into a Nescafé-branded Google Cardboard virtual reality viewer. This viewer has two lenses for a stereoscopic image. The Nescafé 360˚ app is available for Android and iPhone.

When turning their head in any direction, viewers can experience the coffee fields via three 3D videos.

We are giving people a unique experience. It’s not often they get to connect with the farmers who produce their coffee, but with Nescafé 360° they feel as if they are right there standing in the coffee plantation,” said Chrisment.

There is a lot of research that says people care increasingly about where their food comes from. Globally, nine out of 10 consumers say transparency is important to them. This is particularly true for millennials, who are more responsive to sustainability concerns than previous generations.

We know transparency needs to go beyond data points on packaging to engage. People want brands to be mobile-centric, and our aim through Nescafé 360˚ is to start to bring to life the Nescafé journey from plantlet to mug, in an immersive and engaging format.” 

The Nescafé 360˚ launch was set to coincide with International Coffee Day this week. 10,000 headsets are being distributed across 13 markets, through in-store events or as competition prizes. These markets are China, Egypt, Turkey, Belgium, France, the Nordics, Portugal, Romania, Switzerland, Italy, Brazil, Germany and Japan.

The videos are also available to view on YouTube as non-3D versions.

In another effort to engage with millennials, Nescafé announced earlier this month that it is abandoning traditional websites in favour of Tumblr.

Nescafe plan

The virtual reality coffee experience is designed to showcase Nestlé’s NescaféPlan – a project that aims to help farmers produce better quality coffee, achieve higher yields, and get a better income.

It’s a fun and engaging way to remind people of the work we do with more than 1m farmers to ensure their mug of Nescafé is sourced responsibly and has a positive impact on the local community,” said Chrisment.

Nescafé wants to source 90,000 tonnes of coffee compliant with Sustainable Agriculture Network principles by 2020.

The future supply of coffee is increasingly under threat because of climate change, crop disease, poor farming techniques and mass migration from farming regions to cities. We’re doing a lot to help tackle some of these issues,” continued Chrisment.    

Nescafé 360° will help boost the profile of these problems, he continued.

By bringing consumers closer to the coffee fields, and the journey their favourite coffee makes, we'll help to raise awareness and address some of theses issues globally.

Nescafé works with more farmers in more countries than any other coffee company, so the opportunities to build on this idea and innovate further are vast.” 

Related News

Launched this year: Milo Nutri G

'RTD is a fast-growing, key category' Nestlé boosts RTD Milo and Nescafé with Malaysia factory

'Online brand exposure is critical for brand building' says Nestlé. Pic: iStock

Online brand exposure is important, says Nestlé, as it signs partnership in China

Coca-Cola is looking at how it can use virtual reality viewers. Pic: iStock / jbk_photography

Coca-Cola reveals packaging which can be turned into virtual reality viewers

Source: iStock

Mobile is valuable tool to reach cost-conscious Millennial grocery shoppers, poll finds

Picture credit: Uflex. 'Seal of Authencity' Nescafe Classic.

Uflex fights war on counterfeiting with 3D Nescafé tamper-proof seal

© iStock/AttestazioneJovanmandic

From marketing to taste: How virtual reality will change the food industry

Nescafé announces its Tumblr platform today

Nescafé dumps traditional websites and turns to Tumblr, in bid to converse with creative and mobile millennials

Romont production

Nespresso inaugurates $300m production centre to support US growth ambitions

Turning coffee into wine and energy

Coffee power: Nestlé Waters announces Swiss biogas plant – with a little help from Nespresso

Comments (1)

Jean-Francois menu - 02 Oct 2015 | 05:01

Great idea if ...

Nescafé's initiative could really be great if the virtual reality they will depict, corresponds to the actual reality. Then, hopefully, they will help raise consumers awareness about the dire situation most coffee and cacao farmers are in around the world. This will indeed put pressure on the bean to mug chain to help improve their situation. The corporate world has unfortunately demonstrated time and time again that they don't always leave up to their promises. It is very tempting to use this experience exclusively for one's brand image benefit. Now, it must be said that Nestle is genuinely trying to help. And the only solution is giving the means to farmers to improve their income by learning how to rationalize production and elevate quality.

02-Oct-2015 at 17:01 GMT

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.