The campaign of the Eighties featuring the “Will they? Won’t they?” on-screen relationship of the Nescafé Gold Blend couple, is created by McCann London.
The strapline for the new campaign says: “’Blended to spark something special.’
The love saga, which at its peak in the 1980s attracted more than 30m viewers who tuned in to see if the couple would finally kiss, was scrapped in the late 1990s after 11 years. It was later revived sometime in 2003.
The Gold Blend campaign, through McCann-Erickson, started with its first couple played by Sharon Maughan and Tony Head in 1987.
Nescafé marketing head, Katy Hilditch, says: “Our objective was to reinvent the relationship theme of the classic adverts in a modern and subtle way, while also positioning Gold Blend within the master-brand Nescafé campaign. ‘Coffee at its Brightest’ is one of the most ambitious campaigns in the brand’s history and has been very well received by consumers.”
The campaign will run across TV, cinema, online, and PR with two bursts of activity this spring and autumn. At the same time, Nescafé Gold Blend will receive a packaging refresh to give the brand a more contemporary and premium feel.
Nestlé UK trade communications manager, Graham Walker, adds: “We have seen a strong start to the year for Nescafé. The new campaign and packaging offers an excellent opportunity for retailers to boost their premium coffee sales.”
This story first appeared on pitch. It has been updated since.