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.

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