NESCAFÉ Pushes Soccer’s 'Third Half' Ritual With Landon Donovan and Luis García

NESCAFÉ wants soccer fans to keep talking long after the final whistle.

The coffee giant has launched "The NESCAFÉ Third Half," a new campaign that highlights the real match discussions that often start after the game ends.

Rolling out across the U.S. and Mexico, the push stars soccer icons Landon Donovan and Luis García and introduces a limited-edition "Espresso Keg" to create their own post-game conversation rituals. 

Created with Casanova, the campaign marks NESCAFÉ’s first soccer-focused marketing effort, as the sport's momentum continues to rise ahead of the FIFA World Cup 2026.

Because of this, brands are eagerly seeking ways to be part of fan celebrations and conversations.

"Coffee is already on the gametime roster for 73% of soccer fans," said Rob Marsh, marketing director for NESCAFÉ.

"It’s only fitting that we — the largest coffee brand in the world — get in the game and deliver for coffee and soccer enthusiasts alike." 

According to the campaign, 83% of fans say post-game conversations intensify after matches.

NESCAFÉ uses that stat as the foundation for its overall brand marketing strategy, turning the in-between moments into the centerpiece.

Meanwhile, Donovan tied the campaign directly to his own routine.

"Since my first professional soccer season, my mornings have started with a cup of NESCAFÉ, so partnering with the brand on their ‘Third Half’ campaign is a full-circle moment for me," he said.

Built Around Shared Rituals

The 30-second hero spot shows Donovan and García debating match moments over coffee.

"Let me guess, you think he was offside," García argues, to which Donovan responds, "Of course."

More disagreements between the two unfold during the "third half," AKA, the post-game conversation with friends.

The spot doesn't end with a resolution, but drives the point that these conversations are made better with a glass of NESCAFÉ on hand. 

Beyond the commercials, the campaign also focuses on the NESCAFÉ Espresso Keg, a limited-edition product sold for $10 in tribute to Donovan’s jersey number.

The keg includes espresso concentrate, sweet vanilla flavoring, and enough servings for group viewing sessions to push the effort's focus on sharing and debate.

Fans can purchase the keg during three scheduled releases on May 15, May 21, and June 11 through the campaign microsite while supplies last.

Overall, NESCAFÉ's World Cup rollout is opting to let everyday interactions shine instead of elite athletes or tournament prestige.

This distinction gives the campaign a different role in the market, because NESCAFÉ is not trying to own the match itself, but the conversations that follow.

NESCAFÉ’s 'Third Half' Push

Brands like NESCAFÉ connecting with sports audiences understand that a campaign led by fan behavior can often be more effective than forced product placements:

Here are some lessons we can learn from its campaign: 

• Brand narratives can feel more authentic when they focus on the rituals surrounding sports and not just the game alone.
• Limited-edition drops create stronger urgency when tied to recognizable fan symbols or athlete associations. Looping in Donovan and García is like NESCAFÉ's treat to the loyal football fans.
• Shared consumption products will always take the cake when it comes to fandom. Football viewing is a communal activity, and to make the most of that, you have to give consumers ways to enjoy your products together. 

The FIFA World Cup 2026 is set to draw 6 billion global viewers this year, making it a marketing opportunity for brands like no other. 

For NESCAFÉ, it was a no-brainer to take part in a worldwide event with a campaign that further brings people together. 

NESCAFÉ understands where sports fandom actually thrives.

For some fans, it's inside the stadium or during the ninety minutes on screen.

But most of the time, it's in a kitchen at midnight, arguing over a referee call while somebody pours another drink.

Too many sports campaigns still obsess over adrenaline and spectacle when most fans remember the people they watched with just as much as the score itself.

Not NESCAFÉ.

It keeps things simple by dropping an Espresso Keg meant to be the centerpiece of your post-game debriefs. 

And as brands compete for attention during sports season, the quieter seat at the table can sometimes be the better place to sit.

Recently, Marriott Bonvoy and Visa built a World Cup campaign around fan travel access and once-in-a-lifetime experiences tied to the tournament.

Global brands building sports campaigns need creative partners who understand how to carry a single concept across markets and formats.

Explore these top creative agencies in our directory.