Magazine article Marketing

50 Years of Fame: Brandfame - Nescafe

Magazine article Marketing

50 Years of Fame: Brandfame - Nescafe

Article excerpt

The British public loves nothing more than a good gossip, especially where romance is concerned. Nescafe has been serving up coffee with love since 1987 when it introduced the 'Gold Blend couple'.

The caffeine-powered TV romance also delivered new customers for Nescafe.

Gold Blend's sales jumped 20% within 18 months of the ads being introduced.

By the time the campaign ended 10 years later, sales of the variant had risen by 70%.

The campaign was ground-breaking in its approach to media. Instead of shooting two or three separate spots a year, Nescafe ran its ads as part of a series, mimicking the popular soaps such as Dallas and Dynasty by ending each 'episode' on a cliff-hanger.

Nescafe also treated the ads as 'must-see' TV, promoting the ads in TV listings as if they were dramas and booking key slots such as the ad break of Coronation Street.

The strategy generated its own media coverage, with Nescafe even gaining editorial space on the front page of The Sun, in a Times column and on News at Ten. The public liked the ads so much they bought video compilations and CDs of songs featured in the ads.

The first incarnation of the campaign ran for 12 episodes over five-and-a-half years, and the brand fame generated by the series meant that Gold Blend could afford to reduce its TV investment and still achieve the same impact. …

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