NESCAFE Gold-Those Few People
A new brand of coffee was being developed in 1930 by Nestle Company. The product’s development was led by Max Morgenthaler. In 1938 the Company finally introduced the new brand under the name “Nescafe” in Switzerland. The team of Nescafe came up with this name by simply using the first three letters from the word “Nestle”, and then added the word “cafe” at the end. Nescafe is a soluble powdered coffee whose popularity may have been a little bit delayed due to World War II, but when the war ended, it made a strong presence in the market as it was exported to Great Britain, France, the US and other places around the world, where it was highly consumed especially in UK, America and Switzerland. Nescafe Gold, a new freeze — dried brand of coffee was introduced in 1965 by Nestle. It contains 100% pure coffee, with 10 times finer coffee beans in order to bring out its richer flavor and its excellent aroma.
From the moment that its success became widely known and due to the fact that coffee was thought to be a commodity which is favorite and even necessary to many people, Nestle decided to create a variety of Nescafe coffees by launching new products in the market to satisfy every kind of taste. Some of them are Nescafe Decaffeinated, Nescafe Frappe, Nescafe Gold Espresso, Nescafe Cappuccino and Nescafe Ready-to-Drink, which give consumers worldwide a strong feeling of pleasure. Over the years, people became more and more familiar with Nescafe and nowadays they consider it as an indivisible part of their life, as many of them choose to start their day off with a cup of coffee on a daily basis. In truth, coffee has the ability to bring people closer, as it manages to gather them around a table either in a house or in a coffee shop, enjoying a good coffee and talking with their beloved ones.
The new pan-european campaign of Nescafe Gold takes place in the Plovdiv Roman theatre in Bulgaria. It deals with this point of view in a 90-second spot which was first launched in UK and was displayed on TV, cinemas and online on the 9th of October 2017. This ad has an emotional feeling as it focuses on how important is to spend time with those we care about. The voiceover says that every one of us meets almost 80,000 people in our lifetime but only few are those who we manage to keep in touch with. Firstly, a man stands up and adresses a stadium which is full of people he has met in his life, asking them to sit down if they can’t remember his name, don’t know his nickname in high-school, don’t know about the “one who got away” and if they have never seen him cry. At the last question only few people were standing but when he asked if they have lost touch, most of them sat down. Afterwards he asked these last people if they have a moment now and they joined him to spend some time together with a cup of Nescafe Gold.
The moral of this campaign is that we know numerous people, but only few are our true friends and deserve to be a part of our lives. It indirectly refers to our society’s circumstances, such as alienation, Facebook and other social media that prevail in these days, as well as people’s tedency to have a large number of “friends”, but in reality they have fewer, true friends. To add to that, this spot gives a sense of nostalgia of the times when we were gathering with our friends and family for a coffee, without communicating through social media, but face to face. We can say that coffee has the power to bring us together again, and besides, everything is better with a cup of coffee and our special ones next to us!
Our team: Mariza Rizou Dimitra Karali Evaggelia Paraskevopoulou Dimitra Christodoulaki
