Be Connect and Nestlé Professional stress the importance of a good coffee at work with “Don’t be that guy”

Because choosing the right coffee for your company is as strategic as choosing the right staff, Be Connect and Nestlé Professional are using humour to address the country’s decision-makers for NESCAFÉ®. In the new campaign “Don’t be that guy,” we follow the mishaps of Barry, the guy behind the unfortunate choice of coffee in his company. 

It’s a fact: a good coffee has a strong influence on productivity within a company. It facilitates cooperation and creates connections. But what about a bad coffee? Does it do the opposite?

It certainly makes it a heavy responsibility for Purchase, Facility and Office Managers. Especially because the working world can be cruel: a simple little mistake can mean that your colleagues tease you about it for many months. It’s in the spirit of this playful teasing that Be Connect and Nestlé Professional launched “Don’t Be That Guy,” a humorous campaign that invites the country’s purchasing managers not to make the same mistake as Barry, the unfortunate hero of 3 videos made for the LinkedIn social network.

The campaign is designed to then be adapted over several strategic phases allowing it to reach its audiences with the help of high value-added content about coffee in the workplace. 


The first online spot on LinkedIn: 

The 3 videos on YouTube: 

The campaign website: 


Campaign: Don’t Be That Guy – NESCAFÉ®

Client: Nestlé Professional

Client contact: Véronique Malfait

Agency: Be Connect 

CD: Laurent Righetti, Roberto Salvador

Creation: Bart Van Goethem, Marius Picard

Strategy: Sabrina Bulteau

Account team: Valentine Cossée, Anouck Stroobants

Production manager: Jonas Vincent

Video editor: Kevin Gheux

Media: Social Media, web

Start date: 30.04.2019