Euro RSCG International launches the leading French coffee brand, Carte
Noire, into the UK next week, with a hefty pounds 6 million multi-media
The TV and cinema commercial, called ‘la sirne’, 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
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