The world's largest food and beverage company, Nestlé, launched a $30 million > (E35.2m) global advertising campaign for instant coffee brand Nescafé. Specifically targeting the 16-24-year age group, the campaign is based on discussions with some eight hundred teenagers attending focus groups in McCann-Erickson WorldGroup offices from Australia to Zaire.
The only nation to be excluded from the promotional blitzkreig is the USA, where Nescafé trails Nestle's other instant-coffee, Taster's Choice. Using a media mix that includes TV, radio, posters and the web, the brand is portrayed as enhancing the three traditional pleasures of youth - sex, sex and sex.
Against a soundtrack featuring a sultry chanteuse, the visual images focus on evocative "coffee moments", among them a pink bra hanging from a swaying white ceiling fan; a close-up of a young man whispering in a young woman's ear; and an expired parking meter. All sign-off with the tagline: 'Nescafe. One thing leads to another.'