Nescafe is unveiling a new advertising campaign in the New Year as
part of its £30m relaunch of flagship brand Nescafe Original.
Created by McCann-Erickson, the first execution, called 'Hairy Old
Cortina', breaks on January 14 and features Charles the funky coffee
drinker. While drinking a cup of Nescafe, Charles has the idea of giving
his beloved Ford Cortina an Afro hairstyle to match his own. The ad
reworks Tone-Loc's hit 'Funky Cold Medina' as 'Hairy Ford Cortina' to
provide the soundtrack, while TV presenter Alan Whicker narrates. The
campaign forms part of Nescafe's strategy to reposition the brand as
more relevant to 16- to 24-year-olds through the message that Nescafe
Original's full flavour makes the ordinary extraordinary. TV will be
supported by radio ads, which will break around Easter 2002. Media was
planned and bought by Universal McCann.
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