For Nestlé's Coffee-Mate Natural Bliss all-digital campaign, the brand's marketers wanted to do something with a
little shock value. So they took over an Irving Farm Coffee Roasters
store in New York on April 24 with baristas wearing essentially nothing
but body paint.
Patrons were also surprised to find that coffee was
free for the whole day.
Additionally, other performers sat "nude" (body paint as clothing remains a legal gray area,
including in New York) among the customers in the café-style shop. From
several hours of footage, Nestlé and 360i created a one-minute,
33-second video and a 30-second clip to be pushed on Facebook, YouTube
and other digital channels, with paid ads starting in the next few weeks
and running through September.
Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on
social media with an au naturel strategy that's slightly skewed toward
millennial consumers.
Lastly, Nestlé began teasing the ad last night on YouTube. Check it out:
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