Nescafé is to launch its biggest marketing push in 20 years with a £43m TV ad campaign that aims to recapture the buzz that the brand had in the days of the Gold Blend couple. The campaign, which breaks tonight, has been a year in the planning and introduces a new strapline: "Coffee At Its Brightest". It will be a hard task to top the long-running 1980s ads featuring Anthony Head and Sharon Maughn in an ongoing romance. However, Nescafé believes it has a new idea with the potential to become just as famous. "It is a radical departure from where we've been previously as it will take consumers on a journey back to the origins of coffee and show how, through our 71 years of experience in the market, we capture coffee at its brightest," said Matt Hall, managing director of Nestlé UK's food and beverage division. Nescafé is seeking to convince consumers, especially young ones, to see instant coffee as a 100% natural product. To do this, Nestlé shot the ad in Brazil – the country that in 1930 challenged it to develop coffee that could be made by just adding water. Nescafé instant coffee was invented in 1938. According to the company, the plan is to "reconnect consumers with the journey from the plant to jar" and focus on the origins of its coffee. The ad campaign, which also includes a nationwide press, poster and bus campaign, has been developed by ad agency McCann Erickson London. "We should celebrate the origins of coffee and remind people that Nescafé coffee is 100% pure coffee with nothing added whatsoever from plant to jar," said Hall. "'Coffee at its brightest' allows us to do this … and will certainly get people thinking differently about our coffee."View full article:
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