To introduce Nescafe Espresso brand on Polish market.To create imagery for the brand in order to strengthen Nescafe position in premium segment and enhance brand image in terms of innovativeness and coffee expertise.To educate the target audience (affluent, intelligent high net-worth individuals) about the whole concept of espresso coffee in a subtle and involving manner so as to dominate not only the soluble espresso category, but the entire espresso category.To deliver clear brand message.To stand out of clutter in targeted media venues, "talking to the reader" in a context that interested them (in other words, not just an umbrella message).To reach target audience in a selective way, so as to use the budget efficiently (budget was also limited for the reason of Espresso being just one, not core, 'brand extension' initiative).

To introduce Nescafe Espresso brand on Polish market.To create imagery for the brand in order to strengthen Nescafe position in premium segment and enhance brand image in terms of innovativeness and coffee expertise.To educate the target audience (affluent, intelligent high net-worth individuals) about the whole concept of espresso coffee in a subtle and involving manner so as to dominate not only the soluble espresso category, but the entire espresso category.To deliver clear brand message.To stand out of clutter in targeted media venues, "talking to the reader" in a context that interested them (in other words, not just an umbrella message).To reach target audience in a selective way, so as to use the budget efficiently (budget was also limited for the reason of Espresso being just one, not core, 'brand extension' initiative). The idea was to create a combination of 'editorial' page with advertising page next to it. The intention was to create the impression that an advertiser placed an ad next to editorial prepared by the magazine itself.Selection of media included print magazines with the highest targeted readership, affinity with target audience, up-scale editorial profile and quality relevant to premium product.In order to add imagery, media were involved in the project - journalists were receiving Nestle's PR materials on Nescafe Espresso and a variety of information about espresso coffee in general. The light-hearted, attractive and educational stories were written by journalists of magazines and kept in a graphic and topical style proprietary to each of print magazines.The stories involved the readers, making them informed, interested and receptive to the ad facing the story. The ad provided immediate brand recommendation.Due to their clear integration with style of a magazine (layout, typography, form of article etc) the stories were making impression of being truly editorial even though some of them were marked by the publishers as advertorial. The best example for this might be a box in Cinema magazine. Such boxes appear on every movie review page and summarize key information about the movie: the names of the director, main cast etc. Nescafe story in Cinema was written under the title 'The Premiere of Nescafe Espresso' and there was also the usual box at the bottom of the page, saying:"Director and Screenplay - Nescafe, Photography - Nescafe, Music - Kettle with whistle, Cast - Nescafe Espresso, little black cup, spoon, boiling water;Worth remembering - Although no-one forbids drinking Nescafe Espresson in the morning, its taste can be most appreciated in the afternoon"In "Auto Moto i Sport" magazine the story was entitled "Italian temperament, Italian style" and some subtle references were made to driving stylish Italian sport cars.An accent was placed on elegance in women-orientated "Elle" magazine: a story had the title "E for elegance, E for espresso" and had a form of an interview with Elzbieta, a fashion designer. This was a fiction character, but the story was clearly drawing attention and involving the reader.The variety of stories with different styles and titles made the campaign perfectly noticeable and attractive for target persons while reducing wastage onto uneeded audiences. Creation and drivers of the messaging idea;Selection of media based on qualitative and quantitative evaluation;Suggesting the format that was initiated;Negotiation with all mediaowners for placement and editorial direction. What makes this submission special is the unique integration of editorial content with key product messaging that was:Provided in professional, attractive form.Proprietary for each print magazine's style (15 in total).Educating readers.Written truly by its journalists.Including product message not intrusive but gently fused.Image advertising.The key strength of the campaign was variety and attractiveness of editorials - perfectly fitting each magazine's style, therefore interesting for its readers. For example, a "story" in Cinema magazine took the form of movie review (see more in "Media solution").The goal was to educate the target audience - high net-worth individuals - about the whole concept of "espresso" coffee.Consumer research revealed that many Poles were even confusing the name 'espresso' with 'expresso', taking it for regular coffee from a coffee machine.Education and imagery around the brand was the trigger to building the category - and owning it.This education could not be much more persuasive and straightforward. Its aim was to mentally involve the readers, providing afterwards an infusion of brand message - image ad (the same in all magazines), placed on the opposite page. This meant creating DPS fully dedicated to Nescafe Espresso.

Creation and drivers of the messaging idea;Selection of media based on qualitative and quantitative evaluation;Suggesting the format that was initiated;Negotiation with all mediaowners for placement and editorial direction.

What makes this submission special is the unique integration of editorial content with key product messaging that was:Provided in professional, attractive form.Proprietary for each print magazine's style (15 in total).Educating readers.Written truly by its journalists.Including product message not intrusive but gently fused.Image advertising.The key strength of the campaign was variety and attractiveness of editorials - perfectly fitting each magazine's style, therefore interesting for its readers. For example, a "story" in Cinema magazine took the form of movie review (see more in "Media solution").The goal was to educate the target audience - high net-worth individuals - about the whole concept of "espresso" coffee.Consumer research revealed that many Poles were even confusing the name 'espresso' with 'expresso', taking it for regular coffee from a coffee machine.Education and imagery around the brand was the trigger to building the category - and owning it.This education could not be much more persuasive and straightforward. Its aim was to mentally involve the readers, providing afterwards an infusion of brand message - image ad (the same in all magazines), placed on the opposite page. This meant creating DPS fully dedicated to Nescafe Espresso.

The idea was to create a combination of 'editorial' page with advertising page next to it. The intention was to create the impression that an advertiser placed an ad next to editorial prepared by the magazine itself.Selection of media included print magazines with the highest targeted readership, affinity with target audience, up-scale editorial profile and quality relevant to premium product.In order to add imagery, media were involved in the project - journalists were receiving Nestle's PR materials on Nescafe Espresso and a variety of information about espresso coffee in general. The light-hearted, attractive and educational stories were written by journalists of magazines and kept in a graphic and topical style proprietary to each of print magazines.The stories involved the readers, making them informed, interested and receptive to the ad facing the story. The ad provided immediate brand recommendation.Due to their clear integration with style of a magazine (layout, typography, form of article etc) the stories were making impression of being truly editorial even though some of them were marked by the publishers as advertorial. The best example for this might be a box in Cinema magazine. Such boxes appear on every movie review page and summarize key information about the movie: the names of the director, main cast etc. Nescafe story in Cinema was written under the title 'The Premiere of Nescafe Espresso' and there was also the usual box at the bottom of the page, saying:"Director and Screenplay - Nescafe, Photography - Nescafe, Music - Kettle with whistle, Cast - Nescafe Espresso, little black cup, spoon, boiling water;Worth remembering - Although no-one forbids drinking Nescafe Espresson in the morning, its taste can be most appreciated in the afternoon"In "Auto Moto i Sport" magazine the story was entitled "Italian temperament, Italian style" and some subtle references were made to driving stylish Italian sport cars.An accent was placed on elegance in women-orientated "Elle" magazine: a story had the title "E for elegance, E for espresso" and had a form of an interview with Elzbieta, a fashion designer. This was a fiction character, but the story was clearly drawing attention and involving the reader.The variety of stories with different styles and titles made the campaign perfectly noticeable and attractive for target persons while reducing wastage onto uneeded audiences.

Tadeusz Zorawski   Strategic Media Planning Director   Universal McCannMarcin Nowak   Senior Media Planner   Universal McCannMalgorzata Teodorowicz   Head of Print Buying   Universal McCannDorota Mierzejewska   Group Account Director   McCann-Erickson