Cinemas to smell of coffee in Nescafe Blend 43 campaign

Cinemas will be filled with the smell of coffee as part of a Nescafé Blend 43 campaign ad created by Publicis Mojo.

The ad featuring The Sapphires and Redfern Now actress Shari Sebbens was launched on television on Sunday, and will feature in experiential screenings at Val Morgan cinemas in Sydney and Melbourne throughout July, along with a standard cinema plan around the country arranged by Zenith Optimedia.

The campaign focuses on the emotional bond between a father and his daughter, as he reminisces about her childhood while making her a cup of Nescafé in the brand’s signature red cup. Australian musician Mark Wilkinson wrote the music for the ad.

It is the first campaign for Nescafé Blend 43 since 2008, Publicis Mojo says.

Joe Pollard, Publicis Mojo CEO, said: “Nescafé blend 43 and the distinctive red cup has been loved for generations. It made sense for us to show the connections the brand has helped foster between these generations, to tug at the heartstrings and reignite the love affair. We worked hard to find Mark Wilkinson, a local Australian musician,to record a bespoke piece for us to enhance the overall story.”

Nestlé head of marketing for Beverages at Nestlé, Camille Meylan said: “It’s easy to forget, with our obsession with social media and technology, the value of a simple, human connection. Catching up over a cup of Nescafé blend 43 is an Australian institution and just as relevant and powerful today, perhaps more so. It was important to recapture the essence of the brand and the reason why it is so loved as a market leader.”


  • Creative Director – Michael Dole
  • Creative Director – Ian Williamson
  • Copywriter –Oskar Westerdal
  • Art Director – Sam Pemberton
  • Executive Producer Mojo Motion – Brendan Thomas
  • Team Leader – Steve Anastasiadis
  • Planning Director – Emily Taylor
  • Senior Account Manager – Monique Goshn
  • Agency Producer – Jasmin Helliar & Kilou Picard
  • Production Company – The Feds
  • Director – Ben Lawrence
  • Producer – Mel Weinman
  • Sound – Rafael May Music


  • Chief Strategy Officer: Nicole Milward
  • Strategy Director: Sean Cannon
  • Business Director: Terrie Severin


  1. Smellovision
    26 Jun 13
    12:55 pm

  2. Is it actually ‘Blend 43’ scented or just a generic coffee-based scent?

  3. Kimberly Diamonds
    26 Jun 13
    1:50 pm

  4. “Market leader”? To whom? No one with taste or no one above minimum wage I proffer to say

  5. Dan
    26 Jun 13
    1:54 pm

  6. What a great way to put people off coffee for life!

  7. Daniel
    26 Jun 13
    2:12 pm

  8. Just bring back the goddamn pan pipes. And Nescafe Blend 43 MIGHT have been an Australian institution, until people discovered Moccona.

    I wonder at what stage people will be complaining that using scent to advertise in a confined space is literally a physical assault.

    And Smellovision, it’d have to be a generic coffee scent, considering Blend 45 barely has a scent.

  9. grasping at straws
    26 Jun 13
    2:14 pm

  10. Can’t wait for the toilet paper ads…

  11. Brazil Nut
    26 Jun 13
    2:33 pm

  12. What has the smell of coffee got to do with Nescafe?

    By the way, did you know the country “Brazil” was named after the nut, rather than the other way around?

  13. Encyclic!
    26 Jun 13
    2:39 pm

  14. “Blend 43, because at least you’re not buying International Roast”.

  15. Bustin Jeibers
    26 Jun 13
    2:54 pm

  16. But … I don’t like coffee …. why would you do this to me whilst I am waiting to view my next cinematic adventure?

  17. Lucio
    26 Jun 13
    5:07 pm

  18. Please God, no-one tell Dominos.

  19. Billy C
    26 Jun 13
    6:12 pm

  20. If you didn’t tell me it was a flashback I wouldn’t have figured it out. Having the little girl come in at the end who is different from the little girl whose face is not shown? It’s incredibly unclear what’s going on.

  21. John Grono
    26 Jun 13
    6:24 pm

  22. Wishful thinking Brazil Nut, but Brazil gained its named in the early 1500s after the Brazilwood tree favoured by Portuguese traders for its red dye used in the European clothing industry.

  23. Jimmy the Nose
    27 Jun 13
    9:21 am

  24. Brazil Nut & Grono you are both wrong.
    Brazil is named after the iconic TV character Brazil Faulty. Gosh people.

  25. Divine Right
    27 Jun 13
    10:23 am

  26. @Brazil Nut, @John Grono, @Jimmy the Nose, Uruguay won the first world cup and then again 20 years later on Brazilian soil, so its all irrelevant.

  27. Jimi Bostock
    27 Jun 13
    11:44 am

  28. Disagree with most comments … I think it is a nice ad that will resonate with the target consumer.

    Folks, you and I are ad people … we are coffee snobs … we don’t drink this crap coffee.

    We are NOT the target consumer.

    The true vocation of advertising is objectivity. Subjectivity has zero relevance in our work. I often hear people say “well, if I saw that I would ….”

    Always from people that are not in the target … indeed so often as far removed as they can possibly be.

    So, my mind always throws up the same thought … WTF does that have to do with this ad? You are not the person we are trying to talk to.

  29. boalio
    27 Jun 13
    12:14 pm

  30. @jimi – absolute rubbish.

    By your definition then ‘ad people’ don’t understand anything outside their own target demographic. So men can’t make ads for women’s product (and vice-versa), you can’t make an ad for Medicin Sans Frontiere unless you are a doctor, and the only way to advertise children’s products is to have a room full of 10 year olds storyboarding away.

    Using your reasoning – You are a ‘coffee snob’, so how do you know the ad WILL resonate with the consumer? You aren’t the target.