NestlÃ© is launching its first advertising campaign for two products – NescafÃ© and Kit Kat – at the same time. The campaign, through specialist agency Concord, will be paid for jointly by the company’s coffee and NestlÃ©-Rowntree divisions.
The 850,000 national campaign has been bought by Concord, which was appointed directly by NestlÃ©, and uses 6,700 six-sheet posters from Adshel and JC Decaux, Primesight, Adlight, Maiden Adrail and posters in the London Underground from contractor TDI.
Posters feature a big red mug of coffee with the word NescafÃ© on the outside next to a Kit Kat. Advertising agency J Walter Thompson, which handles Kit Kat, and NescafÃ© agency McCann-Erickson submitted artwork. JWT’s idea was selected, but there was no formal pitch.
Nigel Mansell, managing director of Concord, denies the initiative to use two budget sources from two divisions of NestlÃ© is a money-saving move.
He says: “This is getting the money we would spend anyway to work that much harder. It is getting double exposure for two market-leading brands which are a natural choice together. It is something I am sure we will see more of.”