Divison4 Wins Pitch for Nescafé Concentrates Launch in Austria

Divison4 has won the pitch to develop and implement the launch of Nescafé Concentrates in Austria, according to statements from the agency and Nestlé Österreich. The campaign focuses on experiential marketing to reach Gen-Z consumers through mobile activation and community-focused touchpoints.

How will the Nescafé Concentrates launch operate?

The campaign centers on a multifunctional, branded Nescafé Bar Bike that serves as a mobile experience hub. According to Divison4 CEO Alexander Zoubek and project lead Gerhard Berthold, the goal is to create experiential marketing that remains memorable rather than simply distributing product samples.

The Bar Bike will feature a mixologist who invites consumers to try the new product line. Visitors can choose from pre-set recipes or customize their own drinks using a base, concentrate, and toppings. The product line consists of three varieties—Black, Vanilla, and Caramel—which can be mixed with water, soft drinks, milk, or plant-based alternatives under the motto “Pour it. Mix it. Love it.”

Did You Know? Nescafé Concentrates are designed for home mixing and are available in three specific flavors: Black, Vanilla, and Caramel.

Where will the activation tour take place?

The mobile tour will target specific “touchpoints” where the target audience is most active. According to the project plan, the Bar Bike will visit universities, urban hotspots such as the Donaukanal, and various lifestyle, sport, and yoga events.

Brand Ambassadors will be stationed at these locations to provide consultation and sampling. Sandra Grünwald-Feix of Nescafé Marketing at Nestlé Österreich stated that the concept was chosen because it brings the “Nescafé Drink Experience” directly into relevant communities and everyday situations.

Expert Insight: Samantha Carter notes that the shift toward “mobile staging” and “community activation” suggests a strategic move away from static advertising. By integrating the product into existing urban lifestyle hubs, the brand is attempting to lower the barrier to entry for Gen-Z consumers who value authenticity and personalized experiences.

Why does this win matter for Divison4?

For Divison4, winning this pitch serves as further evidence of the agency’s capabilities in brand activation, promotion, and sampling. The project is being managed by a team consisting of Head of Experiential Marketing Pauline Mertens and Junior Project Manager Stella Wimmer, under the leadership of Gerhard Berthold.

What may happen next?

If the Bar Bike tour successfully engages the target demographic at urban hotspots, Nestlé Österreich could potentially expand the mobile activation model to other regions. A possible next step may involve scaling the “mixologist” concept to permanent pop-up installations in high-traffic youth areas.

Frequently Asked Questions

What are the available flavors of Nescafé Concentrates?
The product is available in Black, Vanilla, and Caramel.

What is the primary tool used for the Austrian launch?
The central activation tool is a multifunctional, branded Nescafé Bar Bike.

Which specific locations will the campaign target?
The tour will visit universities, the Donaukanal, and various sport, yoga, and lifestyle events.

Do you think mobile experiential hubs are more effective than traditional advertising for reaching younger audiences?