Nescafé artfully shows how coffee made at exactly 80°C tastes better and saves energy

For many people around the world, coffee brings energy, vibrancy, life… after all, every second, some 5,700 cups of coffee are consumed globally. So you might expect that making a pot of coffee at 80 degrees Celsius, rather than the boiling point of 100 degress, might make it less flavorful, rich or tasty. But you’d be wrong. In its latest campaign, Nescafé Canada suggests 80 degrees is all that’s needed for a delicious cup of coffee. Created by agency Courage, Nescafé is urging people to make the small change to conserve energy, making for a perfect cup and a bigger impact. The film walks viewers through vignettes of people’s everyday habits of putting on a pot of coffee, posing the question—what would happen if you adjusted the water to 80 degrees? The anticipation builds as the viewer theorizes the worst—it’ll be more work to make coffee, it won’t taste as good and more. However, the film ultimately shows that while the settings can change, the feeling of comfort and remain the same. The work also visually emphasizes the potentially large impact of such a seemingly small adjustment. “80 Degrees” continues Nescafé’s creative relationship with director Omri Cohen, who led the brand’s award-winning “How the World Says Coffee” and “Jars” short films. “Nescafé is already such an integral part of billions of people’s daily routines. And at that scale, even a small sustainable action can have a massive impact,” said Dhaval Bhatt, founder and co-chief creative officer of Courage. “We wanted to once again show people the power of a simple sustainable action that not only uses less power, but results in a better tasting coffee. As win-win as it gets.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Nescafé artfully shows how coffee made at exactly 80°C tastes better and saves energy

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