Nescafe has been with us many years ago and I can say that it really became a dominant coffee in the market. When you go to any supermarkets and go down the tea and coffee aisle, you are instantly bombarded with shelves of Nescafe products and promotions. There seem to be never ending numbers of flavors and blends from Nescafe, the packaging really bright and instantly recognizable.
Nestle Philippines have introduced a lot of varieties or flavors of the product, from Nescafe Classic, Nescafe Classic First Pick into Nescafe 3in1,Nescafe Flavored Mixes(Choco Fudge and Hazelnut,Nescafe Decaf, Nescafe 3in1 Decaf, Nescafe Body Partner,Nescafe 3in1 Sugar Free,Nescafe Gold,Nescafe Ready-to-Drink Can. And they really had a lot of television advertisements using famous celebrities like Sarah Geronimo and Coco Martin with different themes for each coffee flavor such as Samalamig, Acting 101 -A, Acting 101 -B,Loveteam, Bangon, Traffic Enforcer and Teacher. Recently, Nestle showed a new ad entitled "Nanay" of Nescafe Classic.
Before the introduction of this new flavors, Coffee Mate has already been the soul partner of the classic. Moreover, the new flavors of Nescafe created a unique relationship with the consumers that even the old people shifted from drinking classic into drinking the new ones. I think that is the reason for creating an ad for the Classic.
The Nescafe Classic is altering its position through the commercial above. It was the first flavor of Nescafe blended with Coffee Mate which is also a Nestle product. Though 2 products were shown in the advertisement, of course Classic was given focus as well as the mother and son. Including Coffee Mate in the ad means that Classic is perfect when blended with cream. In a deeper sense, the 2 products served as a symbolism, the Nescafe Classic as the Mother and the Coffee Mate as the Son, since the Coffee Mate can't stand alone without the Classic.
The ad shows that drinking coffee with your family is sweeter, thus translating coffee into love. Some of the teens today don't practice showing their love for their parents verbally but through actions like making coffee for her and the like. "Gawin Mo ang Timpla Niya Kasi Love Mo Siya" is a striking phrase in the commercial. It generally made the advertisement is touching and loving although the message has not changed, still embracing the values in dealing with your friends and family.
The use of a teenager, Sean Reichenbach (who is a real-estate agent who's now into commercial modelling), in the ad shows that not only adults drink coffee. Many old people say that coffee is not good for children and teenager esp. our parents. But now, COFFEE is the only drink to make the mind alert and alive during quizzes or exams. Everyday, I drink 1-2 cups and stays alert but sometimes not. The taste of the coffee actually developed a special portion of my taste buds that I actually look for that everyday.
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