Coffee giant Nescafe targets Gen Z as consumption habits shift
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最新报道：Nestlé's Nescafé is launching a Web3-powered loyalty program to attract Gen Z consumers amid declining coffee consumption trends. The initiative includes NFT collectibles tied to limited-edition coffee products, redeemable for exclusive experiences. "We're bridging physical coffee enjoyment with digital engagement," said Nestlé's CMO. The program will initially roll out in Japan and South Korea, markets with high youth crypto adoption. Analysts note this marks a significant shift for the 86-year-old brand, which faces stiff competition from trendy coffee startups. The NFTs will feature artwork by emerging digital artists, with plans to expand globally if successful.
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