05/01/2006
One Now, One NESCAFE. One SMART advertising move...
I am probably the last person to ever say that I am the EXPERT in design and advertising. I am also the last person to say that I am damn near perfect when it comes to marketing, sales and promotion. But I have this knack of spotting a bad one. A self-proclaimed renowned critic? Don’t know why – born with tongue in cheek, I suppose.
Anyway, I hate most radio ads. Most of them are cliché, try-too-hard and absolutely horrible. But yesterday morning, I heard one of the best ads ever and the ad doesn’t say ANYTHING whatsoever, but it was one of the most impressive branding exercise EVER, EVER, EVER!!!
It’s the Nescafe “One Now” advertisement. That song that is full of energy and lyrics so well-written that it gave me goosebumps (really!). I can’t help bumping in the seat of my car and nodding my head to the rhythm of the song at drivers.
It’s brilliant. At one point in time, I thought Nescafe was a goner because of all those new brands of coffee to hit the market. The Ali Cafes and the Tongkat Alis, the Kopi O’s and the Teh Tariks….but no, in one single suave (and possibly expensive) move, Nescafe has repositioned itself as a leader among the young consumers (myself included – not young but ‘consumer, ok?).
You see, branding is very important to a company and its products. You don’t have to employ MANY different expensive tactics to get back on track but ONE SINGLE smart advertising move and you’re back in as a leader. Reminds me of Formula 1 and it IS a race – as far as a company is concerned.
So, out of the way Café 21, Nescafe is back in the game!
ADDITIONAL INFO
All coffee addicts, take a coffee quiz here!
Are there ANY benefits at all to drinking coffee? Isn’t caffeine known to be bad?
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Marsha
www.marshamaung.com
03:30 Posted in Advertisement and design | Permalink | Comments (10) | Email this | Tags: coffee, nescafe, advertising, advertisement, critic, marketing, branding, brand