The agency picked up the account after a pitch against the incumbent, McCann London, and brings to an end a relationship between McCann and Nescafé that has lasted for more than 25 years.
During that time, McCann was responsible for introducing the Gold Blend couple, played by Sharon Maughan and Anthony Head. In 1993, after six years of appearing in the ads, the couple finally got together, and 30 million UK TV viewers tuned in to see them share their first kiss.
Nescafé axed the characters in 1998, but tried to revive the campaign in April last year by introducing a new couple. However, the campaign failed to capture the public’s imagination and Nestlé announced that it was reviewing its Gold Blend strategy again in September.
Publicis UK already works with Nestlé on a number of its brands, including its Maggi sauces range, and its network agencies handle Nescafé in markets such as France, Australia and the Philippines.
The London agency will now be responsible for handling all the advertising across Nescafé’s range of products in the UK and Ireland, which includes Gold Blend, Green Blend and Original 3 in 1.
McCann London will continue to work with Nestlé UK on its Nesquik advertising business.