The campaign, through J. Walter Thompson, moves away from the brand's previous "be real" theme, which focused on the aroma and quality of the product. The new youth-oriented work will adopt a "Live now. Sleep later" theme, encapsulated in a new strapline.
Kraft's move into the youth market alongside its core older demographic follows research by the company into the coffee-drinking habits of people aged 18 to 24.The new campaign reflects the role of instant coffee in keeping the under-25 age group awake.
The 30-second spot "eyeful" features two lads travelling across the Arizona desert on a Greyhound bus. One of them is sleeping, while the other gazes out of the window at the barren landscape. Suddenly, out of nowhere, a convertible passes with three young women in it. One of them lifts her top to flash her breasts.
Hoping to share the event, he is disappointed to find his friend has missed it because he was sleeping. The endline: "Live now. Sleep later" appears with a final product shot.
A press campaign will extend the theme, with additional lines such as "Tiredness can kill your social life" and "We spend 33 per cent of our life asleep. What a waste".
Press work will run in titles including The Guardian, The Independent and the News of the World's Sunday magazine, as well as celebrity-led titles such as Heat and Now.
The brand will also sponsor a number of Channel 4 youth-oriented programmes during the year, including Derren Brown: Mind Control, The People's Book of Records and Banzai.
A cinema campaign will launch later in the year.
Planning and buying is by ZenithOptimedia.
Bob Boxer, a managing partner on Kraft at JWT, said: "This is the first advertising for coffee that's really understood this audience, demonstrating an insight into the generation that never sleeps."
The campaign was written by Trevor De Silva and art directed by Paul White. Matt Collier and Wayne Robinson also contributed to the press work. The television spots were directed by Martin Granger through Bikini Films.