Nestle has come up with a new campaign for its highly successful coffee brand, Nescafe. Armed with a new brand ambassador on board with charismatic Deepika Padukone, the brand managers at Nescafe went to town with their creative cells, and came up with a refreshingly fresh concept, with Purab Kohli playing a role as well.
They started with a basic teaser, and followed it up with the complete ad. Watch the ads on the afaqs links below:
The two ads are well crafted, and project a sense of simplicity, of happiness being present in the simplest things in life. It introduces a new tagline – Bring out the best in you. It also reemphasizes the TG of the brand, which is the youth.
The teaser helps build up a suitable buzz, especially given the celebrity quotient of the ad. And the finale is pretty well done.
The above concept extended the association between Nescafe coffee and happiness. But, it was the next ad in the campaign which was the real masterpiece. Bringing in Karan Johar, the brand has attacked its fast emerging competitor : the Cafes. Watch the campaign here: Nescafe takes on Cafes
The CCDs and Costa Coffees of the world have brought in a lot of new and exotic variants of coffee preparation in India, and were threatening the concept of drinking simple milk/black coffee at home (the threat at the moment is minor, but has been tackled head on early in its trajectory). With this campaign, the brand managers have tried to make the customers understand that the exotic names in the Cafe menus are not a rocket science of preparation. For instance, it shows that Latte is your general coffee preparation at home, Mocha is merely adding some chocolate powder to it and so on. The campaign encourages customer to try these on their own at homes. The tagline : One Nescafe, Many Coffees tops it up nicely
I believe that the attempt is a great one, and leverages Nescafe as a brand to reckon with, both when competing with players like Bru as well as ones like CCD. (Read my review of current campaign of Bru here ). The take on Cafes shows that the vision does not suffer from the conventional Marketing Myopia. Over at Nestle, they realize astutely who all are and can be competitors, and the threats are tackled in time.