Coffee brand acknowledges and celebrates everyday South Africans for their strength and fortitude
Today, NESCAFÉ CLASSIC launched MADE STRONG, its latest campaign which acknowledges and celebrates the strength and fortitude of South Africans from all walks of life. The campaign is a platform that encourages people to reflect on their life’s journeys so far and celebrate the numerous ways they have overcome adversities and come out stronger. Beyond being a campaign, MADE STRONG is a movement that elevates how we see ourselves, through sharing personal stories, and celebrates that strength within all of us shows up in us in a plethora of ways.
“In our beautiful country, we get tested daily in various ways that staying motivated and keeping on can be quite difficult. Our realities, especially lately, have required of us to tap into a fortitude that continues to allow us to stand up against odds and thrive. It is in witnessing this level of strength MADE STRONG celebrates and reminds us all that every single day, we show up, survive, and thrive. Our progress is unhindered, our determination is an exemplar of what fortitude is and this movement we are launching acknowledges and celebrates that,” says, Nivasha Pather, Category Marketing Manager: Beverages, at Nestlé East and Southern Africa.
MADE STRONG came to life after a keen observation that many of us don’t always give ourselves credit for our individual strength. A recent social experiment done by NESCAFÉ CLASSIC with diverse South Africans proved that we don’t always celebrate ourselves, for our strength.
MADE STRONG, A Film by NESCAFÉ CLASSIC:
Driving MADE STRONG, NESCAFÉ CLASSIC has partnered with well-known South African heroes who have shown strength in their own lives and inspired others to do the same.
- Lesego ‘Thickleeyoncé’ Legobane, whose public journey started when she hit back at a body-shamers on Twitter and amplified a body positivity conversation that inspired many.
- Gold medalist swimmer and one of two paralympiens to compete at the 2008 Summer Olympics in Beijing, Natalie du Toit.
- Internationally acclaimed and multiple-awarded musician and fashion designer, Nhlanhla Mafu of the Mafikizolo duo
- Anti-racism activist, literacy advocate and best-selling author, Zulaikha Patel
When asked what this campaign means to them the different heroes said:
Lesego ‘Thickleeyoncé’ Legobane, “Strength is not a destination, but an ongoing process of showing in honour of yourself, despite the naysayers.”
Natalie du Toit, “I am made strong through my tribe, who love me, push me to better and remind me always, who I am and where I come.”
Nhlanhla Mafu, “When all else seems not enough to keep you going, look inside you for inner strength, because you too are made strong.”
Zulaikha Patel, “Affording yourself the opportunity to define your own path in spite of societal expectations is what it means to be made strong.”
“A strong coffee that continues to lead in the category, with strong voices that have led in their own right, stimulating many to realise their own strength too – that is the partnership with these incredible heroes. We are honoured to be working with them and we believe they will encourage us all to share our own individual stories of everyday strength and fortitude. Since 1938 our passion has been about bringing the taste of great moments and this movement will do that and more,” concluded, Pather.
For more information visit www.nestle-esar.com or NESCAFE CLASSIC’s social media platforms using the #MadeStrong.
Issued by Weber Shandwick on behalf of Nestlé East and Southern Africa Region
Name Tankiso Motsoeneng
Tel: +27 61 374 7539
Email: [email protected]
Media Queries Nestlé ESAR
Contact Rosalie Ambrose
Tel: +27 79 5268 518
Email: [email protected]
Nestlé is the world’s largest food and beverage company. It is present in 187 countries around the world, and its 291,000 employees are committed to Nestlé’s purpose of unlocking the power of food to enhance quality for everyone, today and for generations to come. Nestlé offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2,000 brands range from global icons like Nescafé or Nespresso to local favorites like Ricoffy. Company performance is driven by its Nutrition, Health, and Wellness strategy. Nestlé is based in the Swiss town of Vevey where it was founded more than 150 years ago.