Instant coffee   Dear creators,

Last year we asked you to revolutionnize a coffee break and change people's lives.  Here was your challenge: "Make the best of both worlds by reinventing instant coffee with a product idea so it can be enjoyed at home as a treat, Café style." 

So basically you needed to recreate the typical cup of coffee we can get in a coffee shop, to make it convenient, and all of that at Home.

In 3 weeks, we received 138 ideas from you, originated from over 40 countries.

You, the eYeka community, managed to reinvent the next generation of instant coffee , Café Style accross 5 major areas.

17 idea clusters from the entries were identified as potential game changers and turned into research-ready concept proposals. Nestlé then organised focus groups within Australia to assess their commercial viability. They are now in test phases across 6 markets. In addition to NPD, the creators’ ideas inspired Nescafé to change its packaging and its communication, especially around gift packs. Due to the success of this initial project, Nestle is considering using eYeka across its portfolio.

Here is what Michael Sergeant, Marketing Manager at Nescafé Australia said about your work:

“Our partnership with eYeka will enable new thinking and a fresh approach taking our existing consumers, and using their ideas and their voice, to shape our brands for the future.’’

Now discover more feedback about this contest from Michael Sergeant: