Abstract:

The advertising objectives of the new campaign are twofold:

1. To remind consumers that coffee is the drink to drink when enjoying oneself;

2. When coffee is drunk then the drink should be Nescafe.

The initial commercial of the campaign features a range of enjoyable scenes at the seaside. Future commercials envisaged are 'A day out in London', and 'A day in the life of a market town'. The purpose of the commercials is to demonstrate a range of situations and people using Nescafe as a natural part of everyday life, avoiding competitive market situations.