Nescafe is targeting the youth market for the first time with a new
print campaign shot by the fashion photographer, Paul Wetherall.
The ads, which will appear in the July issues of style magazines,
feature black and white shots of young people in need of a coffee.
In one, a photograph of a woman lying in bed clutching a pillow over her
head is accompanied by the words ’useless without one’, while another
shows a slightly bleary-eyed man with the words ’I need a strong
Each image is set into a Nescafe red frame with a small logo, but there
is no other product or branding in the ads.
The pounds 1.5 million campaign is the result of a collaboration between
McCann-Erickson London and Magic Hat, part of the McCanns World Group
and a specialist in youth marketing and communications.
Ben Langdon, chief executive of McCanns London, said: ’The work is a
natural progression for the Nescafe brand. Magic Hat brings an
uncompromising focus on the youth market, which enables us to provide
additional value for those brands which have not capitalised on
targeting the young consumer.’
Simon Aboud, the managing director and creative director of Magic Hat,
commented: ’Our research suggests that Nescafe was missing out by not
directly targeting the youth market. However, to do this, they need to
adopt an entirely new tone of voice.’
The ads were written by Michael Benson and Ben Crook and art directed by
Robert Clarke and Gary Marjoram. Media was planned and bought by