Nescafé Rolls Out Music-Driven Campaign To Support Blend & Brew Reformulation

Nescafé has unveiled a new music-led marketing campaign to promote the reformulated Blend & Brew Rich Aroma variant, positioning it as one of the brand’s biggest campaigns in recent years.

The campaign introduces a refreshed recipe built around the concept of “More Coffee, More Milk,” aimed at delivering a richer flavour while maintaining the product’s existing price point. The initiative is backed by a large-scale marketing push, including music collaborations, live events and digital activations designed to strengthen emotional engagement with younger consumers.

At the centre of the campaign is an original track titled “Ready For MORE,” performed by brand ambassadors Nadech Kugimiya and BamBam, with BamBam also composing and producing the song. The collaboration generated strong online buzz, with the campaign hashtag trending shortly after its teaser release.

To amplify the launch, Nescafé is hosting a large-scale experiential event titled “Make This Moment MORE” in Bangkok, transforming the iconic Rajadamnern Stadium into a stage for a live performance of the campaign track alongside an immersive brand experience.

The campaign will be supported by a 360-degree marketing rollout, including out-of-home advertising, influencer content, karaoke-style consumer activations and nationwide sampling that will distribute millions of cups of the reformulated coffee.

With the initiative, Nescafé is leaning into music as a core storytelling tool, using entertainment and pop culture to reinforce the brand’s relevance among a new generation of coffee drinkers while highlighting improvements to its flagship Blend & Brew range.