The NESCAFÉ BLEND 43 iconic red cup makes an emotional return to screens proving a simple connection over a cup of coffee is just as relevant today as ever before.
A new TV/cinema spot from Publicis Mojo brings to life the brand’s heritage of connection through the story of a father and daughter who are transported back in time, reminiscing over fond memories of their relationship, over a cup of NESCAFÉ BLEND 43.
The Head of Marketing for Beverages at Nestlé, Camille Meylan says:
“It’s easy to forget, with our obsession with social media and technology, the value of a simple, human connection. Catching up over a cup of NESCAFÉ BLEND 43 is an Australian institution and just as relevant and powerful today, perhaps more so. It was important to recapture the essence of the brand and the reason why it is so loved as a market leader.”
It’s the first time since 2008 that a dedicated NESCAFÉ BLEND 43 campaign has aired and with over 13million cups of NESCAFÉ BLEND 43 enjoyed by Australians last year (Nielsen Scan Data FY 2012) , the job of showing the brand’s role in families’ lives today was an important one for the team.
Joe Pollard, Publicis Mojo CEO, says:
“NESCAFÉ BLEND 43 and the distinctive red cup has been loved for generations. It made sense for us to show the connections the brand has helped foster between these generations, to tug at the heartstrings and reignite the love affair. We worked hard to find Mark Wilkinson, a local Australian musician, to record a bespoke piece for us to enhance the overall story.”
Nestlé and Zenith Optimedia have also negotiated an Australian media first, whereby Blend 43’s aroma will be released into the theatre during select screenings of the brand’s new commercial in Sydney and Melbourne.
During select screenings in Sydney and Melbourne, the aroma of NESCAFÉ BLEND 43 will be released into the theatre during the screening of the brand’s new commercial.
The TV campaign launched on Sunday 23 June and the Val Morgan cinema smell activation will appear in Sydney and Melbourne throughout July along with a standard cinema plan around the country.