Accra: NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬° has launched its new 'My Coffee, My Vibe' campaign, an initiative aimed at connecting coffee with the lifestyle, passions, and self-expression of young people on university campuses.
According to Ghana Web, the campaign, introduced on Friday, August 7, 2026, seeks to redefine the traditional perception of coffee as merely a beverage for stimulation by positioning it as an integral part of the everyday lifestyle of young consumers. During the launch, Lily Ntim, Category Development Manager for NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬°, explained that the initiative is designed to meet young consumers in spaces where they feel most comfortable, offering them opportunities to showcase their talents.
The campaign is initially targeting students at the University of Cape Coast (UCC), Kwame Nkrumah University of Science and Technology (KNUST), and the University of Ghana (UG). Ntim stated that the campaign will feature talent competitions in areas such as singing and dancing, with winners receiving a cash prize of GHS30,000 and mentorship in their respective fields. The goal is to merge coffee consumption with self-expression and passion.
Ntim highlighted that the initiative aims to provide students the opportunity to build careers from their talents before completing university. Students are encouraged to discover their talents, develop confidence, and potentially create employment opportunities while on campus. Participants can audition by submitting 45-second videos showcasing their talents on social media, tagging NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬° Ghana to enter the audition process.
Selected talents will be featured as the campaign progresses to various campuses. Ntim noted that this approach allows NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬° and the public to discover participants' talents before physical campus activations. The campaign will culminate in a competition where the best performers will compete for the ultimate prize.
Beyond the talent initiative, NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬° seeks to change the perception that coffee is primarily consumed for its stimulating effect. Ntim emphasized that the brand wants consumers to see coffee as a beverage enjoyed at different times of the day and in various forms. NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬° offers a range of products, including rich and creamy three-in-one mixes for those who may not prefer traditional black coffee.
The 'My Coffee, My Vibe' campaign is described as a pilot initiative, with plans to expand to more universities if successful. The decision to take the campaign to campuses is informed by the need to give students something unique beyond the usual conversations about post-graduation life. Ntim emphasized the broader goal of helping young people recognize their talents as sources of livelihood and personal fulfilment.
Ultimately, the campaign is about recruiting young consumers into the NESCAF‚¬Å¡¬€¦¡¬€š¬¦¡¬€š¬…¡¬¦¡¬° brand while creating a platform for them to express themselves, develop their talents, and build confidence. 'My Coffee, My Vibe' is the new communication campaign, aiming to outdo people's passions and talents, providing a platform for success while they are on campus.