Problem solved

 Client problem

OOH coffee shops were shaping consumer expectations of coffee consumption, Nestlé needed a way forward to ensure long-term growth.


Leveraged a new set of consumer demand moments to help business plan where to play and invest.

 Strategy solution

Align the global and local teams from both Retail and OOH behind a common global strategy for where growth will come from via a category strategy. Executed in multiple pilot markets.


Improved cross-functional alignment behind common consumer territories for growth.

Better integration of consumer opportunities into the strategic plan across departments, regions and globally.

Better, category-centric customer business plans.

“The best category strategy programme I’ve ever been on.” Coffee Managing Director, Nestlé

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