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
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]