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| Actress dons body paint as Nestle's ad agency takes over NYC coffee house to promote "all natural" product |
GUEST BLOG—By Adweek
Magazine’s Christopher Heine--For Nestlé's Coffee-Mate Natural Bliss
all-digital campaign that launched this summer, 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.
"It was a one-day pop-up, and it was totally new for
us," said Codie Richards, shopper marketing manager at Nestlé. "We
know that consumers want something natural in their creamer. So what better way
to talk about it and make some noise?"
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| from adweek.com |
The basement of the coffee shop was the production unit's
mission control, as the Nestlébrand and its agency, 360i, huddled and watched
the reactions of dozens of unwitting customers. They'd walk in only to realize
that the handful of workers—models and actors putting on a performance, to be
clear—behind the counter were not wearing clothes. 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.
"Nobody really sits around and thinks about coffee
creamer," said Michael Nuzzo, group creative director at 360i. "But
when they do, they kind of go, 'Hmmm.' It was fantastic how gung ho the [store]
customers were about the product."
Pierre Lipton, chief creative officer at 360i, humorously
observed that it was easy to distinguish the locals from the tourists coming
into the java hangout, which is located in Manhattan's trendy Lower East Side
neighborhood.
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| Adweek reporter says New Yorkers were more shocked that the coffee was free all day rather than the baristas being body paint naked. |
"The New Yorkers were more shocked that the coffee was
free than by the naked people making it," he said. "They casually
took in that the people were naked and then found out their drink was
complimentary, and they were like, 'Really?'"
Meanwhile, it's not the first time body-painted individuals
have been employed to promote a business. For instance, a restaurant in
Lewisville, Texas, made waves in 2013 with the tactic.
Lastly, here’s the Nestlé promo on YouTube. Check it out:
https://www.youtube.com/watch?v=Zp2mEY3QtlY
And, in case you missed what they were selling here’s a
look:
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| Here's the Irving Farm Coffee Roasters on Orchard Street in NYC with all its clothes on. |
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