• by Fern Siegel , Yesterday

Nescafé is aware of the soccer excitement leading up to the World Cup. The result is “Nescafé Third Half,” a new U.S. and Mexico campaign. The company considers the third half the moments after and in-between games.

Casanova produced the creative. Openmind handled paid media.

The work features two former soccer stars: LA Galaxy forward Landon Donovan and Luis García, who played for Barcelona and Atlético Madrid. The pair have a playful post-game debate over a cup of Nescafé. 

Creative runs across TV, digital, social, OOH and experiential, marking the brand’s first soccer-focused platform in both countries. In addition to the campaign, the coffee brand is introducing a limited-edition 5 liter espresso keg.

Rob Marsh, marketing director for Nescafé, said: “Coffee is already on the game-time roster for 73% of soccer fans, so it’s only fitting that we — the largest coffee brand in the world — get in the game and deliver for coffee and soccer enthusiasts alike.” 

The beverage is owned by Nestlé and sold worldwide.

California-based Casanova, part of the McCann network, has done work for Denny's, Nature Valley and the U.S. Army.