This project is to create an IMC plan (Integrated Marketing Communication) for a new strategic initiative for the premium coffee brand NESPRESSO to augment brand awareness and increase the sales volume by promoting coffee as a lifestyle in the Great Britain area. In addition to remaining the current customer base, the campaign is to extend the frontier to the future customers, the potential purchase power, generation Z in the UK based on brand analysis and competitive landscape. Following the IMC process, the project will present the collateral deliverables including a promotional video through primary and secondary media in the end.