Doner L.A. launched its first work for Nescafé, which is also Nescafé Taster’s Choice’s first campaign in many years.
A series of spots attempt to portray the instant coffee brand as ethically sourced and of superior quality in an attempt to debunk common perceptions of instant coffee. The resulting shots of freshly picked coffee beans, “tasting experts” and fresh brewed cups of coffee won’t exactly shatter your expectations for a coffee brand, but in the era of Keurig it does mark a notable attempt to rehabilitate the product’s image.
In the 15-second broadcast spot, a voiceover promises the brand “sources beans responsibly” before roasting and brewing them “to perfection” and flash-freezing to “lock in freshness.” It ends with the tagline “Craft Each Day,” an attempt to position the brand as an affordable, every-day alternative to expensive coffee bars, an approach derived from consumer research finding 40 percent of respondents drink less coffee because they find such options unaffordable.
Online efforts take a longer look at individual points of the “Craft Each Day” broadcast spot. “Beyond The Bean” emphasizes the care supposedly given to sourcing, “Every Minute Matters” the delicacy of the roasting process and “The Flash Freeze Difference” the benefits of flash-freezing. In “The Art of Exceptional Taste” the brand even claims to employ “taste-masters” who taste test each batch six times. Social media initiatives and an “immersive web experience” at TastersChoice.com support the effort.
CREDITS
Agency: Doner LA