AdStrat – Nescafe Cold Coffee

04 Jun,2012

Haresh Nayak, Managing Director, Posterscope Group India

1. Name of the Campaign

Nescafe Cold Coffee Campaign

 

2. The Brief

The Task was to give Nescafe outdoor a new and fresh look for the summers keeping in mind the existing Cold Coffee TVC on air.

 

3. The thought process behind the creative

With Deepika Padukone as brand ambassador of Nescafe the outdoor campaign was an attempt to highlight the COLD aspect of Nescafe. The creative were fresh and bright blue in color connoting Cold. It highlights Deepika Padukone with an appetizing glass of cold coffee with a clear cut message “Enjoy Nescafe Cold Coffee”. The idea was also to link it with our existing Nescafe cold coffee TVC that was on air in which Deepika does a jig and shakes it and makes her cold coffee.

 

4. Media vehicles chosen

Outdoor

 

5. Key issues kept in mind while executing the ad

The messaging had to be very direct. The whole layout should give a cold effect. It should be on the lines of the existing Nescafe TVC.

 

6. Does the treatment do justice to the brief?

Yes, it does

 

7. What according to you is the differentiating factor about the ad?

The messaging was very direct so one glance would make the viewer recall the Nescafe TVC and also it would work in isolation if he has not seen it.

 

8. Market and client feedback

Nestle was quiet happy with the outdoors as they were eyecatchy and the messaging was very direct.

 

Compiled by Shubhangi Mehta

 

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