Add impact to the announcement of the new improved “Nescafe Sunrise with richer aroma. The creative expression of the Aroma was the use of the "waft" to denote "richer aroma". The idea was to make "the waft" stand out to communicate the message with impact.Key considerations for the Media Planner were:A) The media vehicle selection was key - Relevant, large circulation publications.B) Dramatize the "richer aroma" to gain attention instantly on seeing the publication.Selected two publications for this launch:Kumudam - The largest circulated weekly in the target market.Grihshobha - Launched a month earlier by one of the largest publication groups. Hence ride on the launch hype of the publication.Innovation DetailsInnovation in Kumudam - the waft travels across the front cover of the magazine while the back cover carries announcement advertisement.The media planner organised for the magazine to have a woman’s face on the cover and have the waft travelling right below her nose. A little line "love is in the air" was also added by the publication, which was consistent with the Nescafe Sunrise thematic ads. All this at the cost of minimal premium of the back cover rate.Innovation in Grihshobha Tamil -The launch ad of "Nescafe Sunrise with Richer Aroma" is on the inside cover and the aroma waft travels across the contents page. Executed on discounted rate. The need was to dramatize the announcement of the new richer aroma of Nescafe Sunrise.The media team thought of lifting the aroma out of the advertisement and integrating it into the editorial. Media looked at the largest publication group in the state where the product was launched. Media then negotiated with the publication and its editorial to have the "waft" going across prominent editorial like the cover and the contents page. The publication showed the media team the proofs before final printing. The submission was special because it “broke all the rules the editorial and publishers had about their publications.The greatness of the idea was in the simplicity and attention grabbing nature! It was executed in relevant, leading publications with mass circulation, in the most prominent part of the publication - the cover!It should be a winner because the media team dared to think of such a possibility and most importantly managed to execute it without extravagant expense.

The need was to dramatize the announcement of the new richer aroma of Nescafe Sunrise.The media team thought of lifting the aroma out of the advertisement and integrating it into the editorial. Media looked at the largest publication group in the state where the product was launched. Media then negotiated with the publication and its editorial to have the "waft" going across prominent editorial like the cover and the contents page. The publication showed the media team the proofs before final printing.