NESCAFÉ 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.

The campaign, launched on Friday, August 7, 2026, seeks to move beyond the traditional perception of coffee as merely a beverage for stimulation by positioning it as part of the everyday lifestyle of young consumers.

Speaking during the launch, Lily Ntim, Category Development Manager for NESCAFÉ, said the campaign was designed to meet young consumers in spaces where they feel most comfortable while providing them with opportunities to showcase their talents.

She explained that the initiative would initially target students at the University of Cape Coast (UCC), Kwame Nkrumah University of Science and Technology (KNUST) and the University of Ghana (UG).

According to her, the campaign will feature talent competitions in areas including singing and dancing, with winners receiving a cash prize of GH¢30,000 as well as mentorship in their respective fields.

“We wanted to merge it into self-expression. We wanted to merge it into what they know best, which is their passion. That’s how they express themselves,” Ms Ntim said.

She said the initiative was also intended to allow students to begin building careers from their talents before completing university.

“We don’t want the consumer to wait to finish school before they can earn from their passion or what they even want to do,” she said.

Ms Ntim explained that students would be encouraged to discover their talents, develop confidence and potentially create employment opportunities for themselves while still on campus.

As part of the campaign, students will have the opportunity to audition by submitting 45-second videos showcasing their talents on social media.

Participants are expected to post their videos and tag NESCAFÉ Ghana to enter the audition process, after which selected talents will be featured as the campaign moves to the various campuses.

Ms Ntim said the approach would allow NESCAFÉ and the wider public to discover the talents of participants before the physical campus activations.

“By the time they are coming onto our campus, we’ve already seen their talents. The world has seen their talents. And then now we can be able to make a good decision about whether they deserve to be mentored or to win the cash prize,” she said.

The campaign will culminate in a competition where the best performers in the selected categories will battle for the ultimate prize.

Beyond the talent initiative, Ms Ntim said NESCAFÉ was also seeking to change the perception that coffee is primarily consumed for its stimulating effect.

She said the brand wanted consumers to see coffee as a beverage that could be enjoyed at different times of the day and in different forms.

“We don’t want to stand for only stimulation. We are a beverage,” she said.

She noted that NESCAFÉ offers a range of products, including its three-in-one mixes, which she described as a rich and creamy option for consumers who may not prefer traditional black coffee.

“We want to position ourselves in the beverage space and also other drinks or beverages that you can have within your day, not as an energy drink,” she added.

Ms Ntim further encouraged consumers to experiment with different ways of enjoying coffee, including serving it cold or with ice.

She described the “My Coffee, My Vibe” campaign as a pilot initiative, with plans to expand it to more universities if the first phase proves successful.

She said the decision to take the campaign to campuses was informed by the need to give students something different from the usual conversations about what they should do after graduation.

“We wanted to come in differently. We wanted to be able to let the people still leave university and have themselves, their unique self, not what other people have come to tell them about corporate,” Ms Ntim said.

She added that the broader goal was to help young people recognise that their talents could become sources of livelihood and personal fulfilment.

The campaign, she said, is ultimately about recruiting young consumers into the NESCAFÉ 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, and we are riding on this to recruit, to also outdo people’s passions, people’s talents, give them a platform to succeed whilst they are on campus,” she said.

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