Nestlé Korea launches summer campaign for 'Dolce Gusto Neo' with Lee Do-hyun
Summer campaign for 'Dolce Gusto Neo' launched
Nestlé Korea's summer campaign for 'NESCAFÉ Dolce Gusto NEO' is an online and offline marketing initiative in South Korea that promotes a home cafe experience centered on iced Americano, featuring brand ambassador and actor Lee Do-hyun. The campaign includes a Vogue Korea photoshoot, official Instagram videos, ads on major digital platforms, live commerce, and in-store tasting events. Nestlé Korea presented the concept of enjoying a premium cafe-style iced Americano at home.
Key menu item in the 'Dolce Gusto Neo' summer campaign
Iced Americano is the key menu item in this campaign. Nestlé Korea highlighted the home cafe experience for the hot summer season. The campaign connects actor Lee Do-hyun's fresh and modern image with the clean, rich flavor of iced Americano to promote a home cafe lifestyle.
Official channels for the 'Dolce Gusto Neo' summer campaign
The campaign uses both Vogue Korea content and digital and offline channels. The photoshoot content was unveiled in the June issue of Vogue, while digital content was released through official Instagram videos. Advertising is running on major digital platforms, and live commerce is being used as a sales channel. Offline touchpoints include in-store tasting events. The June issue of Vogue featured campaign images of actor Lee Do-hyun.
NESCAFÉ Dolce Gusto NEO: 12 coffee types and 3 brewing methods
NESCAFÉ Dolce Gusto NEO is a home cafe coffee system that lets users enjoy 12 types of coffee through one machine and three brewing methods. The product features paper-based biodegradable capsules, one-touch cafe menu options, and Smart Brew technology. When the official app is linked to the machine, users can set the coffee temperature and extraction volume, and 30 points are earned per cup. The accumulated points can be used to purchase products on the NESCAFÉ Dolce Gusto official website.
How to brew iced Americano
The iced Americano capsule for NESCAFÉ Dolce Gusto NEO uses premium dark-roasted beans. The NEO machine's top-up brewing technology first extracts espresso and then adds room-temperature water so the ice does not melt quickly. The iced Americano brewing process has two steps.
1. Espresso extraction - First, espresso is extracted from premium dark-roasted beans.
2. Add room-temperature water - Room-temperature water is added on top of the extracted espresso.
Five new capsules and sales channels
Since launching NESCAFÉ Dolce Gusto NEO, Nestlé Korea has introduced five new capsules tailored to Korean consumer preferences. The new capsules are Americano Medium, Lungo Decaf, Espresso, Ristretto, and Signature Espresso. The NESCAFÉ Dolce Gusto NEO machine and capsules are available on the NESCAFÉ Dolce Gusto official website, the Naver Official Store, and major offline stores nationwide.
Through this campaign, Nestlé Korea delivers both a summer home cafe experience centered on iced Americano and the product features of NESCAFÉ Dolce Gusto NEO. The campaign is an example of home cafe marketing that connects product content, commerce, and offline experiences.
Who: Nestlé Korea, actor Lee Do-hyun
When: Summer season, Vogue June issue
Where: South Korea, official Instagram, Vogue Korea, major digital platforms, live commerce, in-store tasting events, NESCAFÉ Dolce Gusto official website, Naver Official Store, major offline stores nationwide
What: Launch of the NESCAFÉ Dolce Gusto NEO summer campaign and promotion of a home cafe experience centered on iced Americano
How: Vogue Korea tie-up content, digital advertising, live commerce, in-store tasting events, Smart Brew technology, and top-up brewing technology
Why: To meet summer demand for iced Americano and showcase the home cafe experience and product features
Q1. What is Nestlé Korea's campaign this time?
It is a summer campaign for NESCAFÉ Dolce Gusto NEO that Nestlé Korea is running with actor Lee Do-hyun. It promotes a home cafe experience centered on iced Americano.
Q2. What are the main features of NESCAFÉ Dolce Gusto NEO?
NESCAFÉ Dolce Gusto NEO is a coffee system that lets users enjoy 12 types of coffee through one machine and three brewing methods. It offers Smart Brew technology, paper-based biodegradable capsules, and app-linked settings.
Q3. How is the iced Americano capsule brewed, and where can it be purchased?
The iced Americano capsule uses premium dark-roasted beans. The top-up brewing technology first extracts espresso and then adds room-temperature water. The NESCAFÉ Dolce Gusto NEO machine and capsules can be purchased on the NESCAFÉ Dolce Gusto official website, the Naver Official Store, and major offline stores nationwide.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
