Nescafé aims at youth with new strapline

Nescafé is launching a global strapline for use in all future advertising campaigns. The line will first be aired this week when the coffee brand starts its sponsorship of the new series of Friends.

Nescafé is launching a global strapline for use in all future advertising campaigns. The line will first be aired this week when the coffee brand starts its sponsorship of the new series of Friends.

The strapline, “One thing leads to another”, will feature on Nescafé idents for the Channel 4 hit programme, which returns to TV this Friday (July 13) for its seventh series.

The line has been introduced to show young people that drinking coffee can lead to exciting experiences.

The credits feature a Friends-style group in various environments including a Café Nescafé. Brands such as Nescafé Original and Nescafé Ice will be flagged in break bumpers.

Nescafé is repositioning in an attempt to encourage more 18 to 24-year-olds to drink coffee.

Nescafé category product manager Tanya Clarke says: “The brand has sponsored Friends for two and a half years and the sponsorship is ideal for launching our umbrella strapline. The idents reflect the lifestyle of Nescafé’s younger market and the places where they drink coffee. Nestlé regards this as one of its most successful programme sponsorships.”

Recent ads for Nescafé have featured celebrities such as Men Behaving Badly star Martin Clunes.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here