The power of love
A Nestlé case study

Page 7: Summary of the advertising strategy

Target

The first series and thus the campaign was to be targeted at:

  • Women of any class, who saw themselves as slightly more discerning than the norm, but who were not coffee connoisseurs.
  • For the second series, a greater emphasis was put on younger women.

Objectives

  • To position Gold Blend as an upmarket coffee, in a class of its own, worth every penny, but which anyone could drink.
  • To build an emotional bond between the target consumer and the brand, through the shared Gold Blend world of sophistication and romance and hence to broaden the appeal of the brand to new, less overtly upmarket users.

Nestlé | The power of love

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