In the latest campaign from the nation’s favourite coffee brand NESCAFÉ, Australian women have been given their very own modern day anthem. In a world first, the campaign by Publicis Mojo has taken the iconic ‘9 to 5’ song and re‐recorded it to reflect the real working day of today’s modern woman – 5am to 9pm.
The campaign for the NESCAFÉ variant Café Menu® launched with a full‐length music video which shows that despite a woman’s chaotic and sometimes ridiculous day, a relax and recharge with a NESCAFÉ CaféMenu® can help give her the lift she needs to get through it.
NESCAFÉ Head of Marketing Beverages Rebecca Dobbins says, “Our research clearly highlights what we have always suspected – that modern Australian women today are working harder and longer than ever before. We are delighted to celebrate the real working day of a woman and we hope, whether they’re at home or in the office, women everywhere will watch the music video and feel inspired to relax and recharge over a cup of NESCAFÉ Café Menu®.
Publicis Mojo National Executive Creative Director, Grant Rutherford, adds, “Lots of brands talk at women about their busy lives but we wanted an idea that tapped into a real cultural phenomena and celebrate what women are already doing. We know that things aren’t necessarily going to change but encouraging women to take a daily break can make all the difference.”
The campaign is supported by key bloggers like Mamamia’sEmRuscianoandJoAbisharing their own 5 to 9 stories and the benefits of a coffee break.
With the 5 to 9 music video launched Sunday 27 April, NESCAFÉ Café Menu® is calling all 5 to 9’ers out there to join the Facebook community to inspire all women to take a well‐deserved break.
NESCAFÉ Café Menu® is a NESCAFÉ range of products offering café‐style coffee at home. This campaign is the result of a combined effort between Publicis Mojo, Zenith Optimedia, Digitas LBi and Zing. The music video directed by Jungleboys’ Scott Pickett.
See the Facebook community here