Vitality Reveals the Results of the Nescafé Partnership

After a year of collaboration with the organisation Team Vitality, Nescafé Latte is sharing its business performance indicators.

In a LinkedIn post, Team Vitality presents a review of its partnership with Nescafé Latte, launched in early 2025 under the "Ready to Level Up" banner. The results: the Lac Léman based brand is now the only one in the latte segment, aside from private labels, to gain market share in France in 2025.

Brand awareness jumped 44% (1) among esports fans who recalled the partnership, according to a survey of 1,400 respondents aged 17 to 44. On the distribution side, Nescafé Latte expanded its store listings across 7 of France's 9 main retailers. The number of buyers doubled over the past twelve months.

The campaign was nominated at the Esports Awards in the "Best Marketing Campaign" category, driven by the creation of an exclusive Rocket League map for the World Championships.

Justine Thomas, Product Manager for Nescafé Latte, commented on the results:

"The collaboration between Nescafé and Team Vitality has established itself as a strategic lever to position the product at the heart of esports communities and build brand affinity among 18-to-35-year-olds."

She added that the partnership enabled the rollout of an ambitious activation plan in supermarkets and boosted product visibility on shelves.

These results come at a strategically time for Nestlé. The Swiss giant, which posted approximately €96 billion in revenue in 2024, is betting more than ever on coffee as a growth driver. The challenge for Nescafé Latte seems clear: win over younger audiences to sustain the coffee segment's momentum against private label competition.

(1)Brand awareness measures the extent to which consumers can recognise or recall a brand, whether spontaneously or when prompted.