Making a difference in people’s mornings.

In 2011, Nescafé was THE Filipino coffee. For more than seven decades, Nescafé was the champion of the working-class Filipino, waking him up every morning, giving him stimulation to get through his working day.

There was a huge responsibility not only to build the business, but to help build the nation as well. An opportunity to inspire every Filipino with the help of a morning cup of Nescafé.

Through a TV campaign, Nescafé asked the question: “For whom do you rise up?” hoping to give every Filipino a sense of purpose; to rise up every single day, so that little by little, he can rise and escape his difficult life.

It became one of the most well-loved campaigns that year. The widow of a comedy legend used the line in her eulogy, saying that her every waking moment was for her late husband. A priest used the line in his sermon to preach about selfless love. It was quoted by thousands of people in the fledgling social media platforms at that time.

To this day, the brand is using the campaign to capture the hearts of its many customers, even in a highly competitive market. A testament of its power to awaken the hearts and minds of an entire nation, and inspire the people to rise.

Publicis Groupe Philippines

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