New ad campaign for Nescafe

Nescafe is unveiling a new advertising campaign in the New Year as

part of its £30m relaunch of flagship brand Nescafe Original.

Created by McCann-Erickson, the first execution, called 'Hairy Old

Cortina', breaks on January 14 and features Charles the funky coffee

drinker. While drinking a cup of Nescafe, Charles has the idea of giving

his beloved Ford Cortina an Afro hairstyle to match his own. The ad

reworks Tone-Loc's hit 'Funky Cold Medina' as 'Hairy Ford Cortina' to

provide the soundtrack, while TV presenter Alan Whicker narrates. The

campaign forms part of Nescafe's strategy to reposition the brand as

more relevant to 16- to 24-year-olds through the message that Nescafe

Original's full flavour makes the ordinary extraordinary. TV will be

supported by radio ads, which will break around Easter 2002. Media was

planned and bought by Universal McCann.



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