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.
This could also be of interest:
Research Reports
Qualitative research on the development of Nescafe advertising
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
May 3, 1972
Research Reports
Qualitative research on a new TV campaign for standard Nescafe
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
February 1, 1973
Research Reports
Qualitative research on instant coffee
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
August 3, 1972
