Friends drinking Nescafe Ice together by the pool - emotional marketing

The Instant Summer Celebrity: Nescafé Ice enters the Iranian market with full emotional force

Thousands of Iranians are welcoming the new Nescafe Ice Classic on Instagram, where Netbina is running the new emotional marketing campaign for Nescafe Iran. The product comes just in time for summer, and the chilly, delicious visuals make the audience ready for the ride.

The digital campaign started on June 16 on Nescafe Iran’s Instagram, where thousands of fans come together to celebrate coffee and the tasty Nescafe combos. For its new campaign, Nescafe Iran has adopted an emotional tone for maximum impact, as fans love both the taste of Nescafe and the togetherness that it brings them:

“Nescafe is a brand that emphasizes human connection in its communication. A cup of coffee can bring us closer together,” says Anahita Mehrdoust, Creative Executive at Netbina, “And so, for Nescafe Ice, after the initial introduction, we went beyond the functional benefit of the product and kept the audience engaged by focusing on the emotional benefit that it can bring them.

Strong visuals and sounds helped the audience resonate with the context. Nescafe’s new campaign is a good example of emotional marketing.”


“Something new is on its way”, read the caption for the teaser motion, posted on June 16, “Something that will help us enjoy summer more”. The post provided a hint towards the new product with icy visual elements and chill-out background music. The audience was quick to offer their guesses and excited for the big reveal.
The following posts introduced Nescafe Ice, offered how-to’s, and tapped into the product’s emotive potential.

Nescafe Ice is entering the Iranian market for the first time, and Nescafe’s audience in Iran is more than welcoming it in the hot summer days.

We’d love to hear from you! To find out more about our Nescafé Ice campaign, feel free to contact us at To learn more about what we do, make sure to check out our work.

Alma Nasiri