Save the Squirrel

How do you dispel ludicrous rumours about Nescafe Instant Coffee’s supposedly unwholesome ingredients? By doing something equally nutty.

We simply told the audience that every time they spread a nasty Nescafé rumour a little, lovable squirrel would die. And then we let squirrels run the show, which included a video, Facebook posts, a YouTube game and a Twitter account. As expected, the effort went viral, thousands of squirrels were “saved” and, most importantly, the spread of rumours decreased substantially.