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.

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SoundOn is now fully launched in Indonesia, as well as the US, UK, and Brazil, with a growing number of artists opting to use the platform. It enables artists to grow their fanbases, harness their creative voice, and get their music heard worldwide. The platform also allows artists to upload their music directly to TikTok and begin earning royalties when that music is used. 

Moreover, SoundOn pays out 100% royalties to music creators in the first year and 90% after that and provides a range of promotional tools and support. Audience insight and development, expert advice from a dedicated SoundOn artist team, access to TikTok’s song tab where music is linked on profile pages and promotional support through creator marketing on the TikTok platform is all part of what’s offered to artists signing up. 

TikTok said that the new platform can also distribute to other music platforms like Spotify, Apple Music, and Instagram, and as a result, fans’ loyalty transcends TikTok and helps artists build audiences on other streaming services and DSPs.

Ole Obermann, TikTok’s global head of music, shared that SoundOn teams will guide creators on their journey to the big stage and bring the expertise and power of TikTok to life for the artist. 

“We’re incredibly excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry,” said Obermann.

Meanwhile, Paul Hourican, TikTok’s head of music operations for UK and EU, noted that there is a wealth of musical talent emerging on TikTok in the UK and they want to do all they can to support it.

“The SoundOn offering and the team we’ve put in place will enable artists to grow and build their careers. We’re excited to see how this can power even more TikTok hits for the UK music business,” said Hourican.

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