BANGKOK, THAILAND — In a world increasingly captivated by technology, Nescafé Blend & Brew delivers a heartwarming reminder of the irreplaceable comfort of human connection with the launch of its latest campaign, called “Always here for you”, created by Leo Thailand.
For more than three decades, this beloved, delicious & comforting coffee has graced Thai homes. Tucked above cabinets, or placed within easy reach on dining tables, it is part of a daily ritual that many households don’t think twice about. But its status as a staple has become increasingly challenged by a younger generation who don’t feel such strong associations with Nescafé Blend & Brew.
To rekindle its connection with Thai audiences, Nescafé has launched a campaign that reminds people to appreciate the constants in their lives, whether this is friends and family, pets, toys or even their favourite cup of coffee.
The film depicts an experiment where participants interact with what they believe is a new, all-knowing AI assistant, which understands them better than anyone else, only to discover the AI assistant is not what it seems.
Thanatorn Punpanishgul, Mainsteam Mixes Business Manager at Nescafé, said “We launched a thought-provoking experiment that puts modern anxieties about AI front and center, only to flip them on their head with a simple but powerful reminder: real warmth and comfort come from the people – and the coffee – that have always been by your side.”
Prasert Vijitpawan, Chief Creative Officer at Leo Thailand, added, “Amid the changes in our world, we hear every day from countless sources that AI will transform our lives and do everything for us. But we believe one thing: AI can do many things, yet it can never replace the love from the people around us. And that is what Nescafé believes, too.”
Thiti Boonkerd, Deputy Executive Creative Director at Leo Thailand, added “Nescafé has been part of Thai households for decades, but familiarity can sometimes make us forget its role. This campaign is about celebrating that comforting presence, and showing that no matter how everything else evolves, Nescafé Blend & Brew will always be there.”
