Nescafe is to target a new generation of coffee drinkers in the
brand's first worldwide campaign through McCann-Erickson.
The pounds 18 million international push, aimed at 16- to 24-year-olds,
has been developed through the McCann-Erickson Worldgroup and will
include a global advertising campaign, a worldwide sponsorship deal with
MTV and a digital marketing drive.
The brand campaign, which breaks on 7 June, centres about the line, "one
thing leads to another", which seeks to position Nescafe as a catalyst
for life's experiences.
Four TV spots tell stories, through flashback sequences, that seek to
illustrate this point. One offers an explanation for the invention of
the famous "Mexican wave" at the 1986 World Cup. The ad flashes back to
a pair of spectators drinking Nescafe from a thermos flask. One spills
his drink, rises to his feet and makes history.
Another execution shows a man winning big at a Las Vegas fruit
machine.
A flashback to earlier in the day shows him drinking a cup of Nescafe
outside the casino doors as a glamorous woman arrives and, mistaking him
for a tramp, drops the winning coin into his paper cup.
The ads were directed by Vaughn Arnell, who won a Brit award for the
Robbie Williams video, Rock DJ.
The multimillion-pound MTV sponsorship deal will centre around Nescafe's
sponsorship of the MTV Video Awards and include an online
competition.
Supporting print executions show snapshots from other stories in which
Nescafe was an active ingredient.
The TV campaign was written by Matthew Cramp, Kelvin Tillinghast and
Toshikazu Kido. Art direction was by Tillinghast, Jeff Stuthons and
Tsutomu Mikami. The ads were produced by Godman. Media was through
Universal McCann.
A further flashback shows him collecting his drink from a Nescafe
vending machine.
Further ads explain that a Tibetan monk kisses the lipstick marks on a
mug of Nescafe because a beautiful girl has drunk from it, and a man
plays twister with natives on a desert island after escaping from a
plane in difficulties.
A Nescafe Live website and Nescafe Pod web communications system will
provide an online presence for the campaign.
.jpg)
.jpg)