A new integrated campaign for Nescafé Gold has launched as the coffee brand rolls out its richer tasting barista style coffee across Australia.
The latest creative by Publicis Sydney showcases how meaningful connections are rare, precious and worth saving, because they truly enrich people’s lives. Individuals will meet around 80,000 people in their lifetime, but only a few will be really special to them.
The Nescafé Gold campaign brings these connections to life in the new, emotive TVCs, linking the care people put into their relationships with the care and attention that goes into making a cup of Nescafé Gold.
The integrated campaign leads with two TVCs, a series of influencer-led content, out of home activations including barista café pop-ups and train station sampling takeovers.
It supports the relaunch of Nescafé Gold, which features improved recipes and an update to its classic packaging to a new, modern design.
Sabine Schusser, client services director at Publicis Sydney, said: “The global TV campaign developed by Publicis London/Publicis Conseil, that looks at coffee through a powerful interpersonal lens, provided us with the bedrock for the Nescafé Gold launch in Australia and New Zealand.
“Locally, we created high impact, brand design work to augment and amplify the TV campaign and provide Nescafé Gold with strong visual impact in market.”
Nescafé’s head of marketing, Rebecca Dobbins, said: “Our ongoing commitment is to deliver quality taste and the new Nescafé Gold range will continue to exceed expectations of what is possible from barista style instant coffee.
“We understand that Australians know what makes a great coffee, which is why we have developed an immersive consumer experience that will serve an incredible 500,000 coffees nationwide.”
The fully integrated campaign is live until December 2018 and will also cover an entire brand immersion across out of home locations, including Martin Place Train Station and Southern Cross Station, that will result in Nescafé Gold reaching more than one million commuters.
In addition to this, experiential sampling will be taking place through multiple Nescafé Gold pop-up cafés with their own in-store baristas.
The new Nescafé Gold range is available from May 2018 in Woolworths, Coles and independent retailers nationally.
Lead creative agency: Publicis Sydney
Media agency: Wavemaker
Experiential agency: Havas
PR and influencer agency: FORWARD Agency