Nestle Wants to Appeal to Australia's Gen Z in A$5.6 Million RTD Iced Coffee Campaign – CoffeeTalk

Last updated Nov 10, 2026

NESCAFÉ is targeting the Australian ready-to-drink iced coffee market with a national campaign named “Always Ready,” backed by an investment of A$5.6 million and developed by Saatchi & Saatchi Australia. This initiative is particularly aimed at Gen Z consumers who prefer their coffee not just at home, but on-the-go, reflecting a cultural shift in how younger generations engage with coffee. With nearly 40% of Gen Z’s out-of-home coffee orders being cold, NESCAFÉ is introducing three canned varieties: Iced Latte, Iced Mocha, and Iced Caramel Latte, available through major retailers like 7-Eleven and Woolworths.

This expansion aims to tap into a ready-to-drink coffee market valued at over A$500 million, positioning NESCAFÉ in convenience-store refrigerators and making their product visible in users’ daily activities. The head of marketing for beverages at Nestlé, Melissah Toomey, emphasized the shift in coffee consumption habits among younger drinkers, aiming to establish NESCAFÉ as a versatile option for various occasions rather than solely relying on brand loyalty.

In alignment with the campaign, Nestlé launched a unique event for creators involving a mock 7-Eleven storefront hiding an experiential area behind a fridge door. This event encouraged creators to engage with the product in a creative way that extended beyond traditional advertising, providing a platform for spontaneous challenges and content creation. As part of a broader media strategy involving social media and retail strategies, the campaign seeks to leverage the excitement of creators to drive initial trials of the product.

Ultimately, while the campaign effectively raises awareness and generates interest, the true challenge lies in converting first-time drinkers into repeat customers. As the brand competes against established options like cafes and other ready-to-drink beverages, sampling will play a critical role. Nestlé’s findings suggest that taste is a key factor in decision-making for consumers. By delivering cans directly to potential customers, they aim for their positive taste experience to ensure a higher likelihood of repeat purchases.

This venture marks an evolution in NESCAFÉ’s strategy toward younger audiences, complementing previous efforts with their Espresso Concentrates, which catered to the trend of customizable cold coffee at home. The current campaign uniquely targets the coffee occasions that arise during outings, thus blending product convenience with the dynamic lifestyle of Gen Z. The efficacy of this connection in fostering consistent buying habits remains to be seen, as establishing such behaviors takes time beyond the campaign’s initial launch phase.