Who’d have thought that an Indiana Jones wannabe; trekking through the Amazon rainforest, hunting for fairies to catch in coffee jars; would help sell more Nescafe? Not me. All that’s missing from the “Coffee at its Brightest” advert is some creepy crawlies, irate natives and the legendary Pat Roach dressed as a baddy.
Negotiations are ongoing for the safe release of Tinkerbell
However, 6 months after its launch, Nestle has posted some pretty healthy growth figures. The ‘Powdered and Liquid Beverages’ segment, which Nescafe is included in, grew 9.5% in 2009. Although, Nestle attribute much of this growth to expanding markets and new products, this campaign will have had some positive influence on the figures.
Even though the advert is completely unbelievable, if you spend £43m on a campaign, then you’d have to do something pretty special not to get the tills rolling. But I think the money would have been far better spent, if they marketed Nescafe on its convenience rather than taste. These days, everyone’s tasted fresh coffee so they know Nescafe isn’t the pinnacle of great taste. Much better would be to go down the route Pot Noodle did, a couple of years back, with their ‘Slag of All Snacks’ campaign. It doesn’t taste great but all you have to do is add hot water.
Maybe Nescafe is actually slowly moving towards this concept. A couple of years ago, Nescafe was “Coffee at its Best”. Now they just “Capture it at its Brightest” (before destroying most of its flavour).
Tags: instant coffee
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