Bangkok, Thailand – Nescafé has launched a music-led marketing campaign to support the reformulation of its Nescafé Blend and Brew Rich Aroma product, alongside a consumer activation set to take place at Rajadamnern Stadium later this month.
Called “More, So You Can Go All Out,” the campaign positions music as its core creative platform. Actor Nadech Kugimiya and rapper BamBam have been tapped as brand ambassadors, with BamBam composing and producing the campaign track titled “Ready for MORE.”
According to the company, key opinion leaders and influencers will also develop content to amplify the campaign and drive brand awareness and recall across digital platforms.
“In 2026, we are moving forward with a major recipe revamp of ‘NESCAFÉ BLEND & BREW’, our flagship product, by adding more coffee and more milk in ‘NESCAFÉ BLEND & BREW RICH AROMA’, Thailand’s No. 1 best-selling coffee product, at the same price, giving more value back to our consumers,” said Thanatorn Punpanishgul, mainstream mixes business manager at Nestlé Thailand.
“And just as our product gets better, so must our campaign, we are investing 800 million baht to power the biggest music marketing campaign in a decade, driving the excitement in Thailand’s coffee market.”
As part of the rollout, Nescafé will stage an on-ground activation titled “NESCAFÉ BLEND & BREW Make This Moment MORE.” The event will feature a 360-degree immersive experience, including a live performance of the campaign song by the brand ambassadors.
Additional out-of-home advertising will accompany the campaign, along with product sampling activities and a “Sing & Win a Coffee Stick” karaoke booth experience for consumers.
