The Nestle Antica Gelateria del Corso Campaign Compares Coffee to a Holiday
Meghan Young — December 4, 2011 — Marketing
References: publicis & ibelieveinadv
Take a mini-vacation with the Nestle Antica Gelateria del Corso campaign, or better yet, the actual coffee itself. This small coffee cream is easy, fast and super convenient. Nevertheless, it still manages to hold onto a piece of luxury that will result in a satisfied sigh and a sense of relaxation, even if it only took a few minutes to drink.
Conceived and executed by Publicis, an ad agency based in Milan, the Nestle Antica Gelateria del Corso campaign states, "Take a five minute holiday." Since drinking coffee is often considered an indulgence, just like a holiday, the message it sends is appropriate and apt. To illustrate the point being made, these two print ads feature adorable, tiny holiday suitcases and purses, one for a woman and the other for a man.
Conceived and executed by Publicis, an ad agency based in Milan, the Nestle Antica Gelateria del Corso campaign states, "Take a five minute holiday." Since drinking coffee is often considered an indulgence, just like a holiday, the message it sends is appropriate and apt. To illustrate the point being made, these two print ads feature adorable, tiny holiday suitcases and purses, one for a woman and the other for a man.
Trend Themes
1. Mini Vacation Marketing - Opportunities for businesses to promote products as a mini vacation experience, offering convenience and luxury in a short time.
2. Indulgence Messaging - Utilizing messaging that connects products to indulgent experiences, such as holidays, to appeal to consumers' desire for luxury and relaxation.
3. Visual Metaphors - Using visual metaphors, like holiday suitcases and purses, to effectively communicate the brand's message and capture consumers' attention.
Industry Implications
1. Food and Beverage - Food and beverage companies can incorporate the concept of mini vacations into their marketing strategies to promote convenience and indulgence in their products.
2. Tourism and Hospitality - The tourism and hospitality industry can adopt indulgence messaging to entice consumers to take quick getaways or indulge in small luxuries during their vacations.
3. Advertising and Marketing - Advertising agencies can explore the use of visual metaphors to create impactful campaigns that effectively convey messages and engage audiences.
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