The campaign, which starts this week, will span TV and multimedia and aims to raise its profile among 18 to 30-year-olds. It is expected to run until the end of 2010.
It will introduce the strapline, ‘Coffee at its Brightest', in a bid to address ‘misconceptions' about the quality of instant coffee.
To coincide with the campaign's launch, the company is also rolling out a new sub-brand called Nescafe Green Blend. Nestle claims it will be the first coffee brand to combine green coffee beans and rich-roasted coffee beans.
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