Nestlé Ghana has launched its latest Nescafé campaign, ‘My Coffee, My Vibe’, at the University of Ghana, Legon, as part of efforts to connect with young consumers through music, talent and self-expression.
The activation, held on Friday, August 7, 2026, attracted thousands of students who participated in a range of activities while enjoying Nescafé products.
The event featured singing and dancing performances by students, creating an energetic atmosphere on campus.
Popular Ghanaian dancer Dancegod Lloyd also made a surprise appearance with his team, delivering a performance that thrilled the crowd.
Ghanaian singer and songwriter Adina Thembi also joined the event unexpectedly, performing some of her popular songs to the delight of students.
Speaking to the media after the activation, Category Development Manager for Nescafé Ghana, Lily Boatemaa Ntim, said the campaign was designed to integrate coffee into the lifestyle of young consumers.
“‘My Coffee, My Vibe’ is a targeted project that today is a new campaign that we want to outdoor to be able to meet our target consumers where they are most comfortable,” she said.
She explained that Nescafé wanted coffee to be viewed not merely as a stimulant but as an enjoyable part of consumers’ everyday lifestyles.
“We want coffee not to be a stimulation or an afterthought but something that is part of their lifestyle, something that is, in quotes, indulgent,” Mrs Ntim added.
According to her, the decision to take the campaign to university campuses was deliberate because students form an important segment of Nescafé’s target market.
She said the campaign would also give young people an opportunity to showcase their talents by connecting coffee consumption with their interests and passions.
“We didn’t want to just come here talking about our new communication which doesn’t make sense to them. But we wanted to merge it into self-expression. We wanted to merge it into what they know best, which is their passion, because that’s how they express themselves,” she said.
The campaign will subsequently move to the University of Cape Coast (UCC) and the Kwame Nkrumah University of Science and Technology (KNUST), where students will compete in singing and dancing.
Winners from the respective categories will eventually compete for the top prizes, with winners set to receive GH¢30,000 in cash, alongside mentorship opportunities.
Mrs Ntim said the initiative was aimed at recruiting new consumers, showcasing young Ghanaian talent and engaging students in an environment where they feel most comfortable.
“‘My Coffee, My Vibe’ is an activity, one, to recruit people into the brand and also to help them showcase their talent through this talent hunt that we are doing,” she said.
“We have the winner for dance and the winner for singing. So that’s what ‘My Coffee, My Vibe’ is about. It’s a new campaign that Nescafé is doing.”
She said the campaign would continue across the selected campuses as Nestlé Ghana seeks to deepen its engagement with young consumers.
“One, to bring their culture in. And two, to also recruit. Three, to meet our target consumers where they are most comfortable, which is on campus,” Mrs Ntim said.
Source: joynews
