NESCAFÉ taps soccer stars for summer campaign

NESCAFÉ has launched “The NESCAFÉ Third Half”, a soccer-focused campaign across the US and Mexico centred on post-match fan conversations and shared coffee experiences.

Created by California-based agency Casanova, the campaign marks the brand’s first football-themed marketing initiative and spans TV, digital, out-of-home, experiential and social media channels.

Soccer culture drives campaign concept

The campaign features former footballers Landon Donovan and Luis García debating match moments over cups of NESCAFÉ coffee.

The concept introduces the idea of a “Third Half”, representing the conversations that continue after the final whistle.

Rob Marsh said the campaign was developed around the connection between football fandom and coffee consumption.

Rob Marsh, marketing director, NESCAFÉ: "Coffee is already on the gametime roster for 73 percent of soccer fans, so it's only fitting that we – the largest coffee brand in the world – get in the game and deliver for coffee and soccer enthusiasts alike.

"We've coined a new half, 'The Third Half,' to represent the moments after and in-between games when passionate debates peak. Like any good conversation, these often take place over a beverage – making our coffee, and NESCAFÉ Espresso Keg, the perfect fuel to keep things flowing… we're team players, after all!"

Limited-edition Espresso Keg launch

As part of the campaign, NESCAFÉ is releasing a limited-edition Espresso Keg designed for group coffee servings during football gatherings.

The product includes approximately 20 servings alongside bottles of NESCAFÉ Espresso Concentrate Black and Sweet Vanilla concentrate.

According to the company, 83 percent of football fans said post-match conversations become more active after games, helping shape the campaign strategy and product launch.

Landon Donovan, former United States soccer player: "Since my first professional soccer season, my mornings have started with a cup of NESCAFÉ, so partnering with the brand on their 'Third Half' campaign is a full-circle moment for me.

"It's no surprise that my love for the game (and coffee) runs deep and as a 'Third Half' participant, I love how the brand is celebrating the moments after the match, when us passionate fans come together to relive every play and debate every call."