Nescafé Blend 43 celebrates its bold and smooth flavour in new campaign via Saatchi & Saatchi
Nescafé Blend 43, the homegrown coffee favourite roasted right here in Australia, has launched its latest campaign via Saatchi & Saatchi Australia.
To bring to life the bold and smooth flavour provided in every cup of Nescafé Blend 43, Saatchi & Saatchi has launched a new integrated campaign celebrating the unexpectedly good partnering of the two.
This is the second instalment of the ‘Bold & Smooth’ platform, following last year’s ‘Skimboarder’ execution, which was recognised as one of Australia’s most effective campaigns by Kantar.
Shot by award-winning performance director Paul Middleditch, the humorous campaign aims to warmly remind Australians just how great the taste of Nescafé Blend 43 really is.
Says Sam Chappell, creative director, Saatchi & Saatchi: “Starting the day with a cup of Nescafé Blend 43 is an iconic Aussie ritual, that gets you energised and ready to greet the morning with a smile. With the help of Paul Middleditch, the next chapter in our ‘Bold & Smooth’ story celebrates that everyday moment in a light-hearted manner.”
Says Kim Littleton, head of marketing soluble coffee, Nestlé: “This new campaign tells another story of the connection between Nescafé Blend 43 and everyday Australian life. It celebrates the bold and smooth coffee taste Aussies have come to love, while also highlighting our brand’s authentic, positive and fun personality.”
The advert will be supported by an extensive campaign across multiple media channels, run in Australia and New Zealand.
Client: Nestlé Australia
General Manager, Coffee & Dairy, Nestlé Oceania: Martin Brown
Head of Marketing, Soluble Coffee: Kim Littleton
Creative Agency: Saatchi & Saatchi Australia
Creative Director: Sam Chappell
Creative team: Ben de Klerk & Robert Bamford
Senior Broadcast Producer: Liz Nunan
Chief Strategy Officer: Iona Macgregor
Chief Client Officer: Helge Gruettke
Account Manager: Michelle Weekes
Production Company: PLAZA
Director: Paul Middleditch
EP / Producer: Peter Masterton
DP: Tristan Milani
Post Production: The Editors
Editor: Peter Barton
Music & Sound Mix: Squeak E. Clean Studios
Sound Design: Simon Lister
Music Composition : Scott Langley
Executive Creative Producer: Karla Henwood
Media: UM
32 Comments
I don’t get it?
Love the way you managaed to seamlessly slip bold and smooth into the script.
But I genuinely don’t get whether he took the bins out or not. Did he steal his neighbours bins? Did he actually remember? What a mess.
I see someone looking in Bins as the hero shot and think bin juice.
Does the coffee taste like bin juice?
Why would you want your brand associated with bins?
It’s just inexplicable.
Just wow.
I get it. The trash is a metaphor for what the coffee is.
I like how whoever is drinking the coffee repeats the adjective, so that we understand they’re talking about the product.
*looks at nescafe, thinks immediately of rubbish*
Very stilted. And confusing.
Simple insight
If it was possible to make a more contrived follow-up to the excruciatingly self-conscious ‘surfer’ ad, they’ve done it. And on top of that, they’ve made the ‘story’ so difficult to follow you need the mental agility of Einstein to understand it. I confess, my IQ falls short.
Do you like your bin juice smooth or bold?
1 person steals coffee, bold move.
Other person tricks the thief to check the bins knowing he already took them out, to get coffee back, smooth move.
A nice simple story.
Wow. I watched it twice and honestly didn’t get that. I assume you’re from the agency so you’ve seen it a few more times than me. But WOW it certainly doesn’t come across like the simple story you’ve just written. Hope you don’t have to air a 15
Bold, mate.
If you don’t get this, I’m afraid I think that’s your problem not the ad. As for the ad, well at least it features a diverse couple.
This is so shit seriously. Why promote it?
The chair, the toaster, the bin lid. Des petits crottes dans un café lacté de vie !
Nice track!
Featuring a diverse couple doesn’t justify how bad an idea and strategy this is.
Hello friend – I was being kind. My point was the story is super simple to get, the best thing I could say about the ad is it features a diverse couple. Meanwhile, there’s a war going on, corrupt libs and nats selling us down the river while the PM plays ukulele and a few floods and other stuff. If you need something to actually complain about.
The reprise is the best bit. I imagine the diaolouge would be:
Chap 1:Maaaaaate you made a coffee and I came in and took it yeah!
Chat 2: Yeah but you had forgotten to take the bins out….brilliant.
Chap 1: Yeah but I hadn’t forgotten I don’t think and I brought them back in.
Chap 2: Yeah but while you where bringing them back in I got my coffee back.
Both crack up laughing
Chap 1: Yeah thats gold mate. And now we both have a coffee and we are laughing about it.
Chap 2: Yeah fuck crazy days eh!
You’ve just created a far better ad with a great final line. Now if you could just cram in ‘Bold’ and ‘Smooth’ 3 times each it’s a goer.
horse shit
Show us your book!
Even if their book is horse shit. It doesn’t change the fact that this is not good.
Ahhh the fat, white, dumb, dude. The final bastion of comedy.
Hahahaa.
I get it. He does a bold thing to get the coffee then he tricks him by doing a smooth thing back and gets the coffee back. It’s so meta because the coffe is bold and smooth too! Ha. Except the coffee is shit and the ad is even shitter.
If the follow up is another white main character you better choose some different beans guys
Bold is said 3 times
Smooth is said 3 times
Repeating your ‘RTBs’ and beating me over the head with em assumes i’m a moron.
Stop treating us like morons.
You can get those RTBs across in an interesting and memorable way and this ain’t it.
Lol. I actually like this. Don’t see what people are confused over.
It’s really not that bad. Chillax.
Bold is actually said 4 times, as is Smooth… you whacky creatives, leave the bean counting to us.
See what I did there, bean counting, coffee beans, never mind.
… is hoovering it up with your nostrils when you can’t afford a bag cause you’re only in year 9.