Magazine article Marketing

ADWATCH: Gold Blend Returns to Its Romantic Roots to Woo Women

Magazine article Marketing

ADWATCH: Gold Blend Returns to Its Romantic Roots to Woo Women

Article excerpt

In a shift away from its 'Girl power' ads, Nestle harkens back to the cherished Gold Blend couple.

Nescafe is bringing a touch of love back into its advertising with a campaign for Gold Blend that appears at number five in this week's Adwatch table with a recall of 57%.

The work for Nestle's instant coffee brand evokes memories of the old Gold Blend couple, whose flirtations over steaming mugs of coffee once gripped the nation.

The pounds 11m campaign, created by McCann-Erickson, features a boyfriend imaginatively recreating the day he met his girlfriend on safari. The two are huddled in a tent with a tape playing jungle noises in the background. He passes her a cup of Gold Blend and it is only after inhaling the coffee's aroma that she realises it is their anniversary.

But unlike the series of ads that became famous in the 80s, where a relationship developed between one couple, played by Anthony Stewart Head and Sharon Maughan, the new ads will feature different couples.

The original campaign kept viewers on the edge of their seats for five years and 12 'episodes', and eventually saw 30 million viewers turn on to watch the couple finally kiss.

The core target audience for the brand is women aged between 25 and 35. …

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