NESCAFÉ’s most successful campaigns in the 1980s was,
without a doubt, the "Great Cities
of the World", conceived by the all-Filipino agency, Advertising and
Marketing Associates in 1979. In fact, the “Great Cities” campaign turned out
to be a pre-cursor of another major NESCAFÉ
hit—the “One World of Nescafe” , launched in 1983. But that is getting ahead of
the story.
The “Great Cities” campaign was actually NESCAFÉ’s response to the claim of
Blend 45 that “everyday, millions of cups are served all over the Philippines”.
Blend 45 then was NESCAFÉ’s chief competitor, primarily because of economics (it was
cheaper),with a taste that’s “good enough” (although research shows that if the
consumer respondent had money, he would go for Nescafe).
Research also showed that the positive image of NESCAFÉ was being driven by perceptions
that it was an “international” and “imported” brand—which are often equated to “higher
quality” in a time when colonial mentality was still prevalent in the
Philippines.
The “internationality” of NESCAFÉ vs. the local Blend 45 thus became the basis of the
campaign’s proposition, articulated by the consumers themselves: “We prefer NESCAFÉ because of its superior taste
and quality, being an internationally-accepted brand”.
The next step was for creative chief Greg Macabenta to
write the thematic line for the campaign, which he summed up as “NESCAFÉ…enjoyed in the great cities of
the world.” Nestle, represented by
marketing head, Mr. Levi Castillo, approved the campaign.
TV commercials were immediately produced, with foreign
footages supplied by the McCann-Erickson ad agency, which was shooting similar
commercials for Nestle Japan. Scenes of people enjoying NESCAFÉ in Madrid, Rome, Paris and other European cities were featured
in print ads, and of course, the campaign was highlighted by a Manila version of the successful
commercial series.
The campaign ran for three years until 1983, when the same concept was reincarnated into the equally-acclaimed launches of "A Classic Taste The World Enjoys" and “One World of NESCAFÉ" extension campaigns.
The campaign ran for three years until 1983, when the same concept was reincarnated into the equally-acclaimed launches of "A Classic Taste The World Enjoys" and “One World of NESCAFÉ" extension campaigns.
SOURCE:
Macabenta, Greg B., ”How to Make a Benta - Anecdotes,
Lectures & Articles from the Advertising Wars”. pp. 88-89. March 2011
Would you happen to know where i can see the tv commercial of this campaign?
ReplyDeleteThank you!