NEWS: French coffee ad saga for UK from Euro RSCG

Euro RSCG International launches the leading French coffee brand, Carte Noire, into the UK next week, with a hefty pounds 6 million multi-media campaign.

Euro RSCG International launches the leading French coffee brand, Carte

Noire, into the UK next week, with a hefty pounds 6 million multi-media

campaign.



The TV and cinema commercial, called ‘la sirne’, features a Gallic

equivalent of the Gold Blend couple. It is set at sea on a calm, dark

night, illuminated only by a bright moon. A man is drinking Carte Noire

aboard his boat, slowly savouring the coffee’s intense, compelling

aroma.



A woman sits alone on a small wooden jetty, contemplating the beautiful

ocean and surrounding landscape. She catches the scent of the coffee on

the air, and is drawn towards its source, diving into the sea and

resurfacing at the boat.



The couple are united over the coffee, and the final shots show them

closely linked by their enjoyment of the aroma. The end frame declares:

‘Carte Noire, un cafe nomme desir.’



The hero and heroine are competing head-on with the Gold Blend couple,

whose soap opera-style story escalated this week, with the latest spot

in the campaign breaking in the middle of Monday’s Coronation Street.

The Carte Noire campaign in France is similarly long-running, and is now

on its sixth execution.



Carte Noire, a Kraft Jacobs Suchard brand, is being launched in the UK

to take advantage of the consumer trend towards premium coffee. Jean-

Louis Riche, an account supervisor at Euro RSCG International, said:

‘The commercial is aspirational, it appeals to fantasies, and the coffee

is right at the centre of an intriguing triangular relationship.’



The posters borrow stylistically from fragrance advertising, while the

magazine executions, which will appear in titles such as Tatler and

Harpers and Queen, will be advertorial.



Maria Surricchio, the senior product manager at Kraft Jacobs Suchard,

said: ‘Carte Noire will introduce the idea of a real passion for good

coffee in the UK.’ The brand has deliberately capitalised on its French

origins, using and developing the Gallic reputation for appreciation of

good food.



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