Nestlé Coffee Wins Top Prize Among Chinese College Students

When brands try to connect with young people, they often miss the mark. But one global coffee company managed to strike a chord with China’s brightest creative minds — not by selling a product, but by inviting students to express themselves through a bold idea.

Nestlé Coffee’s 'Live Boldly' campaign was the most popular brand proposition at the 10th China College Student Advertising Art Festival, receiving more submissions than any other brand. The campaign also earned multiple top awards and featured special appearances by its celebrity endorser.

Top Submission at National Advertising Awards

At the 10th China College Student Advertising Art Festival Academy Awards, held in Beijing, Nestlé Coffee stood out among dozens of brand briefs. Its creative campaign theme 'Live Boldly' attracted the highest number of entries from student participants. The competition drew work from across the country and highlighted the brand’s resonance with youth culture.

Massive Youth Engagement Across China

The 'Live Boldly' campaign reached over 5 million young people through a mix of online and offline events. It was promoted at 715 universities and 1,037 departments and majors nationwide. In addition to the volume of submissions, Nestlé Coffee’s brief inspired high-quality creative work across different categories.

Industry Recognition and Special Prizes

Nestlé Coffee submissions earned 2 gold, 4 silver, and 5 bronze awards in the festival’s copywriting, print, and video categories. Beyond the official judging panel’s prizes, the brand offered extra incentives — including internships at top 4A advertising agencies and creative trips to Taiwan. These rewards aimed to support and inspire the next generation of creatives.

Celebrity Endorsement and Brand Legacy

To celebrate the student talent, Nestlé Coffee invited its brand ambassador, young writer Han Han, to engage with contestants at the event. Han added star power and a relatable voice to the campaign. According to Wan Lung Ho, Nestlé Coffee’s China head, the brand has long focused on understanding youth psychology. This focus has helped Nestlé Coffee earn the title of 'Most Loved Brand' among Chinese university students for six consecutive years since 2011.

Frequently Asked Questions

What award did Nestlé Coffee win at the Chinese college advertising festival?

Nestlé Coffee’s 'Live Boldly' campaign was the most popular brand proposition, receiving more submissions than any other. It also won 2 gold, 4 silver, and 5 bronze awards across copywriting, print, and video categories at the 10th China College Student Advertising Art Festival.

How many students were reached by the Nestlé Coffee campaign?

Nestlé Coffee’s 'Live Boldly' campaign engaged over 5 million young people through both online and offline initiatives at 715 universities and 1,037 departments and majors across China.

Who was the celebrity involved with the Nestlé Coffee campaign?

Young writer and celebrity Han Han was the brand ambassador for Nestlé Coffee and appeared at the award ceremony to interact with student participants.

What awards did Nestlé Coffee receive beyond the festival’s official prizes?

In addition to the official awards, Nestlé Coffee offered its own special prizes, including internships at leading 4A advertising agencies and creative trips to Taiwan for talented students.

How long has Nestlé Coffee been popular with Chinese college students?

Nestlé Coffee has been named China’s 'Most Loved Brand' among university students for six consecutive years, starting in 2011.

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