A brand new Purpose
for a global superbrand

Nescafé are the market leader in instant coffee. Their 80-year heritage is second to none. Today, they face competition from many sources. And against this backdrop, the UK and Ireland leadership team brought us in to help shape, articulate and communicate a new Purpose. One that could respect the past, be relevant today – and both drive and support positive behaviour in the future, so that Nescafé could maintain their position and continue to dominate their space.

Following an intense three months of leadership workshops, one-to-one interviews and discovering that Nescafé have been to the moon and to the summit of Everest, we created, "The name on everyone's lips." This momentous Purpose was launched at an all-colleague conference in November 2015. But it is equally a Purpose with real meaning and momentum. We are working with Nescafé to help them put the Purpose at the heart of everything they do.