NESCAFÉ, Nestlé’s leading coffee brand in Thailand, has announced the first-phase success of the launch campaign for the new recipe of NESCAFÉ BLEND & BREW RICH AROMA, one of the country’s top-selling instant coffee mixes. Introduced under the “More Coffee, More Milk” concept, the new recipe marks the brand’s biggest product revamp in five years, with more coffee and more milk for a richer aroma and smoother taste at the same price.
To reinforce its market leadership, NESCAFÉ rolled out a music marketing and experiential marketing campaign featuring Nadech Kugimiya and BamBam Kunpimook Bhuwakul as its new duo brand ambassadors. The campaign kicked off with “NESCAFÉ BLEND & BREW Make This Moment MORE,” which the company described as its biggest event in a decade.
The campaign quickly gained traction after NESCAFÉ unveiled Nadech and BamBam as brand ambassadors and released the teaser for the campaign single “Ready For MORE.” The hashtag #NESCAFExNadechBambam rose to No. 1 on X within less than an hour of the teaser release.
Momentum continued at the “NESCAFÉ BLEND & BREW Make This Moment MORE” event, held on 15 March 2026 at Rajadamnern Stadium. The event brought together 1,200 selected fans for an immersive 360-degree coffee experience with Nadech and BamBam. According to the company, the event pushed the hashtag #NESCAFEMorewithNadechBambam to No. 1 on X in less than an hour, while the livestream on Channel 3 Online’s YouTube channel drew more than 1.5 million views within two hours.
NESCAFÉ said the campaign also expanded brand awareness through an integrated nationwide marketing rollout, including wraps on nine BTS Skytrain trains and in-train audio advertisements voiced by Nadech and BamBam across the network’s two main lines. The company added that its out-of-home media campaign generated more than 1 billion impressions nationwide.
In addition, NESCAFÉ is continuing to engage consumers through sampling activities and its “Sing & Win a Coffee Stick” activation, with more than 5 million sample cups to be distributed nationwide.
Mr. Thanatorn Punpanishgul, Mainstream Mixes Business Manager, Nestlé (Thai) Co., Ltd., said, “We are committed to delivering better-quality coffee and greater value to consumers at the same affordable price. The launch of the new NESCAFÉ BLEND & BREW RICH AROMA recipe is designed to give consumers more value. The success of NESCAFÉ’s biggest music marketing campaign in a decade reflects our understanding of Thai coffee drinkers and our commitment to sustaining excitement in Thailand’s coffee market.”
The new NESCAFÉ BLEND & BREW with More Coffee, More Milk is now available at leading retailers nationwide at the same price.
