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?
Coffee can help asthma?
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
Comments
Yeah, I think it's a pretty attractive jingle...makes me wanna drink too...yum yum...
Posted by: Ann | 09/01/2006
Marsha, you're telling me a tea addict about coffee? Hmmm, the designer types go for coffee. Like Nic. Damn, coffee is his lifeline. My best pal too (nope, she's no designer, just a stressed out law lecturer!hah). I am SOOO not into coffee even when I get dragged to Coffeebean. I'll order some tea drink and frustrate them all. But seriously I haven't heard that jingle. Must go and pasang telinga when the ad comes on. Now Tea i can go on and on and on........
Posted by: maya | 09/01/2006
hee hee....ya lor. Damn coffee addict man!! No kidding. My mother in law say she never sees me drink anything other than coffee. I think coffee streams through my veins. I know it's bad (that's why I take decaf most of the time) and drink three or four cups a day. My maid thinks I am crazy and cannot function without coffee....erm...come to think of it, is quite true. Egad!
Ya ya ya!! The Nescafe ad is really good!! Very funky wan!!!
Posted by: marsha | 09/01/2006
Hi Marsha,
The music was created by a colleague of mine at the studio where we work, Twoam - www.twoam.com.my
Glad that our music is actually making a difference!
Posted by: Yuri | 09/01/2006
Yuri
REALLY? But the site is a studio site which means that the song was recorded there. Excellent job!! bravo! Hats off. By the way, you looking for voice over, please ask me ok? :-) he he
Posted by: marsha | 09/01/2006
Any idea where i can download the song? =) i'm too into it. If any1 here found it somewhere, mind to share with me? thanks.
Posted by: raiv | 10/01/2006
see? it's really quite catchy. I want to download too.
Posted by: marsha | 11/01/2006
oh yeah... me too... do let me know where I can download that "one now" song.. Thanxs
Posted by: Ben | 18/03/2006
lol... another nescafe music lover... was trying to find the lyrics (and hopefully the mp3 version of the music) and ran into this blog... :)
but still, i prefer the chinese version over the english version... :)
Posted by: katabana | 04/04/2006
Hi Marsha, I'm a first timer here. Was googling for that One now, One Nescafe lyrics because I'm practically addicted to thing jingly tune. I mean, coffee is not needed to keep me awake, play me this song, instant energy! I didn't know there is someone out there who loves adverts' themem songs. What a small world. haha:D Could you post up a link or something if u happen to find the lyrics or mp3 for this song? I tried Limewire-ing it but to no avail. Ish~damn potong stim :p
Posted by: Waifon | 16/05/2006
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