Nescafé Blend 43, the homegrown coffee favourite, roasted and blended here in Australia for over 80 years in the Queensland country town of Gympie, has launched its latest campaign via Saatchi & Saatchi.
Aussie drinkers are passionate about their coffee and love a cuppa that tastes both bold and smooth. To enhance the boldness and smoothness of Nescafé Blend 43 coffee, the team at Nestlé Australia has reinvented the way it is made – roasting the Arabica coffee beans a little lighter and the Robusta coffee beans a little darker to create the perfect cup.
To bring to life the idea that ‘bold and smooth’ are better together, Saatchi & Saatchi has launched a new campaign to celebrate the unexpectedly good partnering of the two. With relatable people and honest situations at its heart, the creative idea demonstrates how when bold and smooth come together, one plus one equals three.
Shot by award-winning performance director Paul Middleditch, the humourous campaign aims to warmly remind Australians just how great the taste of Nescafé Blend 43 really is.
Says Sam Chappell, creative director, Saatchi & Saatchi: “An iconic brand like Nescafé Blend 43 demands a standout campaign to match its popularity with the Australian public. It is a pleasure to bring our ‘bold and smooth’ platform to life and we’re glad we could be as audacious as our mate with his skim board.”
Says Olga Starush, head of marketing beverages, Nestlé: “This new campaign not only tells the story of the bold and smooth taste of Nescafé Blend 43 that Aussies love but does it in a way that celebrates our brand’s authentic, positive and fun personality. We really hope it makes people smile and inspires them to share a cup of Nescafé Blend 43 with their loved ones.”
The films will be supported by extensive social, OOH and sampling activities, as well as an exciting partnership with Gogglebox that is currently in market. The campaign will run in Australia and New Zealand.
Client: Nestlé Australia
Director – eBusiness, Strategy & Marketing: Martin Brown
Business Executive Officer, Beverages: Andrew McIver
Head of Marketing, Beverages: Olga Starush
Marketing Manager, Beverages: Kim Littleton
Senior Brand Manager, Beverages: Natasha Jones
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Directors: Sam Chappell & Michael Barnfield
Senior Copywriter: Steve Thurlby
Senior Broadcast Producer: Liz Nunan
Head of Planning: Iona Macgregor & Graham Sweet
Group Account Director: Libby Weston-Webb
Account Manager: Isabel Williment
Production Company: Plaza Content
Director: Paul Middleditch
Producer: Peter Masterton
Post Production: The Editors & Blockhead VFX
Audio Post Production: Squeak E. Clean Studios
Music supervision: Squeak E Clean Studios