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Nestle has laid to rest its famous Nescafe Gold Blend couple by

announcing a new campaign that ties in with its overall marketing

strategy for the Nescafe range.

New TV ads, created by McCann-Erickson, are being kept tightly under

wraps but will be radically different from the romantic saga concept

that has been running for 11 years using actors.

One source said: ’The new ads focus on various people sharing a Gold

Blend moment. They use romantic imagery but not as part of a

storyline.’

The new campaign, called ’Open Up’, represents a new direction in the

way Nestle is advertising its overall Nescafe brand across the

portfolio.

Last month, Nestle announced that it would be spending pounds 30m on

promoting the Nescafe brand in the face of competition from smaller

brands and own-label.