Nescafé is doing globetrotting campaign work to prove it’s a global brand to a more diverse, coffee-loving consumer set.

Debut work from agency partner Courage is one of Nescafé’s biggest campaigns ever, and its first for the Nescafé masterbrand. Filmed in Mexico, Thailand, India and Italy, “World Says Coffee,” highlights the fact that more than 5,500 Nescafé coffees are consumed every second around the world.

“Nescafé is global brand, enjoyed in over 180 countries, but it was a big surprise to us when we realized that consumers didn’t know that,” says Carm DaSilva, VP of beverages for Nestlé Canada.

She adds that some current customers – perhaps conscious about the perceived quality or craft level of instant coffee – feel shy about expressing allegiance to the brand. “We wanted to make them proud of their choice,” DaSilva says.

The target is a multifaceted one, DaSilva says, telling strategy more than half of Nescafé consumers are diverse family, which reflects the demographic tapestry in Canada, and that the campaign work was done to further build relevance for the target, which already has brand affinity. The spot heroes the top SKU sold from a relevant country, such as an iced coffee that launched earlier this year and resonates with Thai consumers.

When it comes to timing, fall and winter is usually the more cozy and busy time for coffee. Therefore, DaSilva says, the brand wanted to launch the TV and digitally-led campaign along with its large in-store “Get Rich Quick” contest to bring value to consumers from both an equity and path-to-purchase perspective.

The level of ad spend is similar in the range that the coffee brand has spent before, but the difference is that Nescafé has leveraged segmentation in the targeting to ensure media effectiveness with its current diverse consumers. “World Says Coffee” also leverages Environics Prizm segmentation data, in partnership with Corus, Rogers and Google, to maximize reach against the diverse Canadian consumer.

IPG’s Thrive, the team dedicated to the Nestlé business, developed and executed the media campaign, which is focused on both conventional and specialty TV, as well as digital channels.

Last fall, the brand leaned into its sustainability messaging, launching a coffee table made from coffee grounds.

This summer, parent company Nestle was named the most valuable food brand in the world by Brand Finance because it continues to consistently pursue its long-term brand strategy by innovating new products, like iced coffee, and moving forward in its digital transformation.