Nescafé Dolce Gusto launches shopping centre campaign with Will.i.am.

Nescafé Dolce Gusto has launched an eight-week shopping centre roadshow, which features Grammy award-winning musician Will.i.am.

Nescafe Dolce Gusto launches shopping centre campaign with Will.i.am
Nescafe Dolce Gusto launches shopping centre campaign with Will.i.am

The roadshows, which launched on Thursday, 27 October, are part of its global ‘Creativity Reinvents The Classics’ campaign.

Tribe Experiential was responsible for the campaign, which celebrates the power of creativity to deliver outstanding quality. It showcases this through a parallel between music and coffee creativity and features will.i.am re-interpreting his own unique version of Otis Redding’s iconic hit ‘(Sittin' On) The Dock of the Bay’. 

It also reveals how Nescafé Dolce Gusto transforms a classic cup of coffee into an amazing and unseen coffee experience.

The experience invites consumers to pick a drink of their choice and have it made for them in a central pressure zone, which brings to life the quality bar pressure system within the machines.

The stand will also showcase big screen versions of Will.i.am. TV ad, as well as explorable digital content on iPads in the consumer seating area.

The initiative took place at the Newcastle Metrocentre over the weekend and will be at the Birmingham Bullring between 3-6 November; Manchester Trafford Centre 17-20 November; London Westfield Stratford 22-27 November; Essex lakeside 9-11 November and Bluewater, Kent 16-18 November.

More: In September, Lavazza unveiled a bespoke cup design for London Fashion Week

Next month, a Breaking Bad-themed coffee shop will open in Dubai

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