Nescafé is a traditional and historical brand that successfully spread worldwide respondingto most consumer needs, on an innovative and creative way. Besides having a considerable varietyof products, the brand goes on with its unity. The brand is strong, and it has, by far, the biggestmarket share among its instant coffee competitors, around 80%. But this fact does not guarantee aneternal profitability. Such as Coca-Cola, which is the number one brand in the World, Nescafé hasto work hard on its marketing strategies and develop even more innovative and creative attributes tomaintain its position. Specially these days, when the market tends to be taken, ironically, by the oldfashioned way of drinking coffee. Maybe, the wellness concept is not the best way to sell coffee. Ahealthy lifestyle would certainly prefer whole ground coffee to the industrialized instant one, even if it has more anti-oxidants. In such a skeptical and nature oriented society, industrialized and instantare not so positive attributes. On the other hand, hedonic consumption and purchases experiences,specially with services, creates a whole new dimension. The brand seems to be aware about this factand gradually is building a new way to enjoy coffee. The idea of creating service with franchisingstores selling instant coffee based drinks sounds very good. And as innovative as it happened inGreece, with the “Frappe Nescafé”, which changed the way people enjoy coffee, the company can