Elias Weinstock of Casanova Pendrill: The Ricky Martin test was a powerful way to put into practice Nescafe’s philosophy

Casanova Pendrill’s Executive VP and CCO, Elias Weinstock, developed a test for Nescafé Clásico using Ricky Martin. “This experiment was born from the brand’s philosophy, which is to create moments, instead of waiting for them, to seize life and live it fully” he said to Produ. The idea was quite simple: People walking on the street were asked if they would drink a coffee with a stranger. Most of the interviewees said no. Those who dared to accept had a great surprise when they found out the stranger was Ricky Martin. Reactions were video recorded and uploaded to Facebook and Youtube. Also they made strangers mingle around a cup of coffee. “What happened between them was also very interesting: new friendships and even a possible romance” Weinstock added. “Creating such an experience was the logical and most powerful way to put into practice Nescafe’s philosophy” he explained. “It was a very humane, honest experience, which is what we are searching nowadays in order to engage with our consumers.” The choice of Ricky Martin was due to his happy, optimistic and full-of-life image. His trajectory helps the brand to engage even more with its consumers. “In engagement terms, it has been a success. With only a short time in the social networks, it has registered more than 2,5 millions of views, and thousands of likes.”