The Great Return of the Legend of the NESCAFÉ SHAKE with the Launch of a New 90's Style Campaign to Promote a Cold Cup Through the ‘Shakesy Sexy’ Trend to Shake Up Thailand’s Beverage Industry this Summer
This summer is going to be more fun and sexier than ever. NESCAFÉ, the number one coffee brand, is bringing back the legendary “NESCAFÉ Shake Girls” to create a phenomenon with the recent launch of the “Shakesy Sexy with NESCAFÉ” campaign to shake up Thailand’s beverage industry this summer.
The campaign aims to capture the market's attention by promoting the famous 'NESCAFÉ Shake Girls' sensation with a 90s vibe integrated into a music marketing strategy. It highlights 'Sexy', a hit song from the past by the Paradox band that was famous among Y2K teenagers. The song has been newly rearranged and features Nont Tanont Jamroen, a bright new artist, who promotes the making of a cold cup of coffee with the NESCAFÉ Shaker. The campaign will excite consumers this summer with a perfect blend of fun, sexiness, and the great taste and aroma of NESCAFÉ.
As the word 'sexy' is no longer limited to women in this era, the new image of the campaign features Baifern - Pimchanok Luevisadpaibul as a sexy Shake Girl and Tor - Thanapob Leeratanakachorn as a cool Shake Guy. They join Nont in the music video “Sexy,” which has already surpassed 10 million views, reaching five million views within the first five days after its release.
According to a Mintel consumer survey, over 43% of Thais are looking for low-sugar variants in food and beverage products, 41% prefer beverages with a “Healthier Choice” logo, and 38% prioritize health benefits over taste when choosing beverages. During the summer season, many people plan to stay fit or worry about their body shape while having fun with friends. The return of the NESCAFÉ SHAKE campaign, offering a wide range of Healthy Mix beverages with low-sugar and low-calorie options, such as NESCAFÉ AMERICANO and NESCAFÉ BLEND & BREW with 50% LESS SUGAR, is perfectly in line with the demands of the new generation and health-conscious consumers who prefer healthier options offering great taste and less sweetness.
Ms. Sriprapha Chingprasertsuk, Business Manager, Coffee and Creamer, Nestlé (Thai) Co., Ltd., said, "Coffee is more than just a beverage. It reflects the individual taste of coffee drinkers and delivers an indulgent experience we can enjoy every day. This summer, NESCAFÉ is offering a diverse range of healthy coffee mix options, including NESCAFÉ BLEND & BREW LESS SUGAR, NESCAFÉ AMERICANO, and NESCAFÉ PROSLIM, along with the NESCAFÉ Shaker. The campaign aims to drive the enjoyment of a cold cup of coffee that is easy, fun, cool, and worry-free among health-conscious consumers who want great taste but prefer coffee options with less sugar. We are confident this campaign will enjoy great feedback while reaching over 30 million consumers nationwide.”
In this campaign, NESCAFÉ brings back the legend of the NESCAFÉ Shake by interpreting it differently, highlighting the “NESCAFÉ Shaker” as the key to the campaign's success in encouraging a cold cup of coffee. The campaign uses the slogan 'Shakesy, Tear, Make, Shake, is so sexy…' as catchy lyrics in the music video, which changes a familiar coffee into a cold NESCAFÉ SHAKE beverage. The campaign also reflects the summer season when everyone craves cold and healthy drinks. It’s driven by a music marketing strategy, the number one trend to reach the new generation, and supported by a variety of marketing activities.
Starting with the hit song “Sexy,” the music video features top artist Nont Tanont Jamroen. His irresistibly sexy vocals and style are enhanced by the stunning appearance of Baifern - Pimchanok Luevisadpaibul, representing health-conscious people, and Tor - Thanapob Leeratanakachorn, representing the new generation. Together they promote NESCAFÉ BLEND & BREW 50% LESS SUGAR and NESCAFÉ AMERICANO. The campaign is being widely implemented through channels such as JOOX and Spotify, as well as online media, where you can go see behind-the-scenes of the “Sexy” music video production.
NESCAFÉ is taking “Shakesy Sexy” coffee trucks on a roadshow to offer special beverage menus and refresh everyone in 12 provinces across Thailand including Bangkok, Chonburi, Rayong, Phitsanulok, Chiang Mai, Chiang Rai, Nakhon Ratchasima, Ubon Ratchathani, Khon Kaen, Nakhon Si Thammarat, Surat Thani, and Songkhla. The roadshow takes place from today until May 21, 2023. It will also visit two music festivals for splashing fun in the city during Songkran: the “Water War 2” festival in Chiang Mai on April 16, 2023, and the “Nung Len 2” full beach lifestyle concert at Cha-Am Beach in Phetchaburi province on April 29, 2023.
This summer, enjoy sexy NESCAFÉ iced coffee. Coffee lovers can join in the limited-edition NESCAFÉ Shaker promotions. By purchasing two pouches of NESCAFÉ BLEND & BREW LOW SUGAR, NESCAFÉ AMERICANO, or NESCAFÉ PROSLIM at a coffee truck, customers will receive a free NESCAFÉ Shaker Limited Edition and enjoy special summer drink menu. Stay tuned for upcoming roadshow activities and special surprises from NESCAFÉ.
