Summary
- Campaign: Don’t Settle For Just Any Coffee
- Brand: Nescafe
- Product: Nescafe Gold Blend
- Target Audience: Coffee drinkers, particularly those seeking a premium coffee experience
- Goal: Position Nescafe Gold Blend as a superior coffee choice, emphasizing its quality and ability to elevate everyday moments, subtly positioning it as a sophisticated alternative to other indulgences.
- Key Element: Visual emphasis on the product’s premium appearance, impactful messaging, and clever wordplay referencing alcohol consumption.
Don’t Drink & Drive: Nescafe Gold Blend’s Newspaper Ad
The Nescafe Gold Blend newspaper ad uses a clean and sophisticated design to convey its message of premium quality. The ad prominently features a stylized image of a coffee bean-filled bottle transitioning into a jar of Nescafe Gold Blend. This visual metaphor directly connects the raw ingredient (coffee beans) to the final product, emphasizing the quality and origin of the blend.
The tagline, “DON’T SETTLE FOR JUST ANY COFFEE, DRINK SOMETHING SPECIAL & LET IT DRIVE THE MOMENT,” is the centerpiece of the ad’s clever copywriting. The strategic use of all caps for “DON’T,” “DRINK,” “&,” and “DRIVE” is a deliberate wordplay, subtly referencing the language often associated with alcohol consumption.
This creates a clever double entendre, suggesting that if you’re looking for a beverage to enhance or “drive” your moments, Nescafe Gold Blend offers a sophisticated and premium alternative. This is a very smart way to position a coffee product as an aspirational choice, comparable to alcoholic beverages in terms of its ability to create a mood or atmosphere.
The ad’s minimalist design, combined with the powerful visual and the impactful, layered messaging, effectively communicates the premium nature of Nescafe Gold Blend. It targets consumers who appreciate quality and are willing to pay a premium for a more refined coffee experience. The inclusion of the “COFFEE AT ITS BEST” tagline reinforces this message of superior quality.
