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NESCAFÉ WORLD CUP '26
Keep the Conversation Going in the Third Half
At NESCAFÉ, we realized that for many fans, the most important and not only longest, but longest-standing, aspect of soccer is the time after the 90 minutes of play: the beloved debating, crying, laughing, groaning, complaining, and reminiscing with friends and rivals alike.
Together, NESCAFÉ Mexico and NESCAFÉ USA set out to create a global, social, and cultural moment where fans stay connected, long after the final whistle. Grounded in this culturally authentic insight, the campaign was developed to connect seamlessly across U.S. Multicultural, U.S. Hispanic, and Mexican audiences through nuanced, market-specific storytelling.
Through a partnership with Landon Donovan (former US Team Captain) and Luis García (former Mexico Team Captain), we launched The Third Half Campaign to celebrate the post-match debates that bring fans across all generations together. NESCAFÉ became the fuel for every replay, hot take, and "what if", turning coffee into an essential part of game day culture.
The campaign came to life across streaming, digital, social, influencer partnerships, and collectible mugs inspired by recognizable fan archetypes, extending the platform into a tangible piece of soccer culture.
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