360i Gets Naked for Nestlé

By Erik Oster 

360i launched a new digital campaign promoting Nestlé’s Coffee-Mate Natural Bliss with footage culled from a nude barista takeover in New York for the spot “Surprisingly Natural.”

The takeover in question was at Irving Farm Coffee Roasters in New York on April 24, when the agency took over the shop with baristas seemingly wearing nothing but body paint. “Surprisingly Natural” opens with the question (and corny pun), “How would you react if your typical morning coffee was anything butt?” before showing surprised patrons entering the store. The baristas explain that they are in the nude to emphasize the “all natural” nature of Nestlé’s Coffee-Mate Natural Bliss, although some customers are too distracted to follow along. 360i chose the footage from several hours of video of customers’ reactions to the stunt and edited it into digital spots ranging from 30 seconds to just over 90. Those reactions make for some entertaining viewing, even if the connection to product is a bit gimmicky. The ads made their debut online yesterday with promotion through social channels such as Facebook and YouTube. Paid promotions ads will begin within the next few weeks and run through September. There’s also a social component aimed at millenials, built around the hashtag NaturalBlissCafé.

“Nobody really sits around and thinks about coffee creamer,” Michael Nuzzo, group creative director at 360i told Adweek. “But when they do, they kind of go, ‘Hmmm.’ It was fantastic how gung ho the [store] customers were about the product.”