In a television advertising campaign, created by McCann-Erickson, Gold Blend will once again use lovers to promote the instant coffee.
However, unlike the series of ads that became famous in the 1980s, which watched a relationship develop between one couple, played by Anthony Stewart Head and Sharon Maughan, the new ads will feature different couples.
Stewart Head, who went on to star in the hit television show 'Buffy the Vampire Slayer', and Maughan were part of an advertising phenomenon that saw the two appear in 12 ads over a five-year period that kept viewers guessing. The two played neighbours whose relationship developed into a "will they or won't they" advertising tease.
The different couples in the new ads will be seen in a range of settings. One ad will show a couple on safari in Africa, trying to recreate the atmosphere of when they first met. It finishes with the line "The coffee lovers' coffee". The ads were created by Mike Lawrence and Andy McAdie at McCann-Erickson, and directed by James Wood at Outlaw Films.
The television and cinema campaign runs for four-and-a-half weeks, and will be backed by radio promotion and in-store activity. Media is through Universal McCann.
Georgia Field, marketing manager for Nescafe, said: "This new advertising is a striking start to an exciting campaign for Gold Blend in 2003. The romance theme capitalises on Gold Blend's strong heritage and perfectly appeals to the brand's key consumers. The launch of the 'coffee lovers' coffee' campaign and its heavy through-the-line support demonstrates the continuing importance of Gold Blend to the Nescafe business."
The advertising has been positioned to appeal to an audience of 25- to 35-year-old women.
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