Saatchi & Saatchi delivers ‘bold and smooth’ morning ritual for Nescafe Blend 43

A lighthearted early morning dispute over a cup of Nescafe Blend 43 has embraced the brand’s “bold and smooth” flavour, in its latest campaign via Saatchi and Saatchi.

The campaign marks the second installment of the ‘bold and smooth’ platform, following the ‘skimboarder’ execution in 2020.

Like the previous installment, the campaign was shot by Saatchi and Saatchi performance director Paul Middleditch, using another humorous and relatable morning scenario to remind Australians of the familiar taste of Nescafe Blend 43.

The 30-second TVC shows two men going about their morning routine. Dressed ready for work, the first man serves himself a hot cup of Nescafe Blend 43, which is quickly snatched by the second man, to which the first chuckles, ‘bold’. Enjoying Nescafe Blend 43’s flavour, the second man repeats the word ‘bold’. As the garbage collection truck beeps loudly outside the home, the first man tricks the second into leaving the coffee behind, saying ‘you did remember to take the bins out didn’t you’. The second mans runs outside to find the bins have in fact been taken out, and have been emptied. Walking the bins back to the house to find the first man enjoying the coffee he congratulates him on the trick, saying ‘smooth’. The first man repeats the word ‘smooth’, in appreciation of the coffee.

The TVC will be supported by campaign executions across multiple media channels in Australian and New Zealand.

Sam Chappell, creative director, Saatchi & Saatchi, said: “Starting the day with a cup of Nescafé Blend 43 is an iconic Aussie ritual, that gets you energised and ready to greet the morning with a smile. With the help of Paul Middleditch, the next chapter in our ‘Bold & Smooth’ story celebrates that everyday moment in a light-hearted manner.”

Kim Littleton, head of marketing soluble coffee, Nestlé, added: “This new campaign tells another story of the connection between Nescafé Blend 43 and everyday Australian life. It celebrates the bold and smooth coffee taste Aussies have come to love, while also highlighting our brand’s authentic, positive and fun personality.”

Saatchi and Saatchi was first appointed to Nestle’s creative account in 2019, handling strategic and creative for Nescafé Blend43, Nescafé Gold and Maggi.

Campaign Credits:

Client: Nestlé Australia

General Manager, Coffee & Dairy, Nestlé Oceania: Martin Brown

Head of Marketing, Soluble Coffee: Kim Littleton

Creative Agency: Saatchi & Saatchi Australia

Creative Director: Sam Chappell

Creative team: Ben de Klerk & Robert Bamford

Senior Broadcast Producer: Liz Nunan

Chief Strategy Officer: Iona Macgregor

Chief Client Officer: Helge Gruettke

Account Manager: Michelle Weekes

Production Company: PLAZA

Director: Paul Middleditch EP /

Producer: Peter Masterton

DP: Tristan Milani

Post Production: The Editors

Editor: Peter Barton

Music & Sound Mix: Squeak E. Clean Studios

Sound Design: Simon Lister

Music Composition : Scott Langley

Executive Creative Producer: Karla Henwood

Media: UM


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