Nescafe Teams Up with Gamers; Launches New Cold Coffee Range in India

Nestlé India has brewed something cool literally for its young, always-on-the-go audience. The FMCG giant recently rolled out a new range of Nescafe Ready-to-Drink Cold Coffees in India and promoted it unconventionally: gaming.

Gaming Meets Chilling: Nescafe’s New Cold Coffee Strategy

Nestlé partnered with top gaming influencers and the Minecraft community to capture Gen Z’s and millennial gamers’ attention, tying the campaign with the buzz around the Minecraft movie launch. The idea? Position the café-style cold coffee as the perfect chill companion during long hours of gaming.

Manav Sahni, Head of Nestlé India’s Dairy Business, shared that the initiative was designed around the growing popularity of gaming among young Indians. “With young India gravitating towards gaming, we saw a natural fit to introduce the new Nescafe cold coffee as a gaming buddy,” he said, highlighting how the campaign fused entertainment and refreshment in a space where youth engagement is already sky-high.

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Influencers, Minecraft, and Millions of Views

The campaign started with popular gaming creators’ teaser posts and stories inviting fans to “chill with them and Nescafe” during special Minecraft live streams. Across 27 unique streams, creators took gaming breaks to sip and chat about Nescafe’s new offering, blending product placement with casual, organic content.

One standout stream was led by GamerFleet (Anshu Bisht), whose launch video alone hit 6.6 million impressions and 1.2 million organic views within a weekend. The campaign recorded over 3.89 million organic views across YouTube in just ten days, cementing its success with India’s gaming community.

StreamO, Publicis, and Nestlé: Brewing a Digital-First Win

This digital-first strategy resulted from a three-way collaboration between Nestlé India, their media agency Publicis, and the gaming ad-tech platform StreamO. Tushaar Garg, founder of StreamO, said they were proud to have activated the Minecraft gaming community and brought brands and gamers together in a way that felt “authentic and refreshing.”

In a landscape where brands are increasingly competing for screen time, Nescafe’s cold coffee launch proves that when marketing meets gamers where they are with the right energy and tone, it can stir up engagement.