NESCAFÉ Provides 30-Hour “On-Call” Support to Recharge Hospital Frontline Heroes
NESCAFÉ has extended its appreciation and support to Malaysia’s healthcare heroes through its “NESCAFÉ Dulu & Kekal Bersemangat Bersama” (“Have a NESCAFÉ First to Uplift Spirits”) campaign, bringing a special 30-hour recharge initiative to Hospital Sultanah Aminah (HSA), Johor Bahru. The programme marks the second stop in NESCAFÉ’s nationwide mission to recognise, encourage and uplift Malaysians who continue to contribute to the country every day.
As Malaysia’s No. 1 retail instant coffee brand, NESCAFÉ continues to champion the everyday moments that bring people together and create positive change. Through this initiative, the brand aims to celebrate the strength, dedication and resilience of Malaysians while showing appreciation to the frontliners who work tirelessly to keep communities safe and supported.
The latest “NESCAFÉ Dulu & Kekal Bersemangat Bersama” activation was held in solidarity with the healthcare professionals of Hospital Sultanah Aminah, the largest medical institution in Southern Malaysia. The initiative recognised the demanding responsibilities carried by doctors, nurses, medical staff and healthcare support teams who provide essential services around the clock.
From 6:00 am on 11 June to 12:00 pm on 12 June, NESCAFÉ established recharge stations at strategic locations throughout key staff areas within the hospital. The initiative provided more than 36,000 servings of NESCAFÉ beverages, including NESCAFÉ Classic, NESCAFÉ 3-in-1 and Ready-To-Drink products, allowing hospital staff to take a brief moment to recharge during their busy shifts.
More than simply offering coffee, the campaign created opportunities for connection, encouragement and appreciation. Each serving represented NESCAFÉ’s gratitude towards healthcare workers who dedicate their time and energy to caring for others, often working through long and challenging schedules.
The event officially began at Hospital Sultanah Aminah Johor Bahru with the participation of NESCAFÉ Malaysia representatives and hospital leadership. Khoo Sui Ying, Consumer Marketing Manager of NESCAFÉ Malaysia, joined Dr. Mohamad Nizam bin Hj Subahir, Director of Hospital Sultanah Aminah, to mark the start of the initiative and highlight the importance of supporting healthcare frontliners.
Healthcare workers at HSA were able to enjoy a variety of NESCAFÉ beverage options throughout the 30-hour programme, including the brand’s popular instant coffee selections and convenient ready-to-drink formats. The recharge stations provided a welcoming space where staff could pause, connect with colleagues and enjoy a refreshing break amid their demanding responsibilities.
“At NESCAFÉ, we believe true appreciation goes beyond words – it’s about showing up with genuine intent and standing alongside those who give selflessly, day in and day out,” said Khoo Sui Ying, Consumer Marketing Manager, NESCAFÉ Malaysia. “Today is just one of many steps in our mission to recharge and uplift Malaysians every day, and we look forward to reaching even more frontliners throughout the year.”
The campaign reflects NESCAFÉ’s broader commitment to strengthening connections with Malaysian communities and recognising the individuals who contribute to society in meaningful ways. By bringing moments of encouragement and support directly to workplaces and communities, NESCAFÉ hopes to inspire Malaysians to continue moving forward with optimism and determination.
The “NESCAFÉ Dulu & Kekal Bersemangat Bersama” initiative is part of the brand’s ongoing efforts to celebrate everyday achievements and provide meaningful experiences for people across the nation. Through these activities, NESCAFÉ aims to create moments of positivity and appreciation while reinforcing its role as a trusted companion in Malaysians’ daily lives.
Hospital Sultanah Aminah staff members shared moments of laughter, conversation and connection during the campaign, demonstrating how a simple gesture can create a meaningful impact. The initiative highlighted the importance of recognising those who often work behind the scenes to support communities and maintain essential services.
Following the successful activation in Johor Bahru, NESCAFÉ plans to continue expanding its nationwide efforts to reach more Malaysians and frontliners throughout the year. The brand remains committed to brewing meaningful connections and providing moments of encouragement that help energise individuals and communities.
With every cup shared, NESCAFÉ continues its mission to uplift spirits, celebrate resilience and fuel Malaysia’s progress — one meaningful moment at a time.
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