This is a print advertisement from Nescafe, a brand of coffee made by Nestlé. The name is a combination of the words “Nes,” which means miracle, and “café.” This poster sparks the interest of the viewers since it cleverly uses personification and the unique structure of two letters to emphasize human’s need for coffee in the morning. The designer, McCann Erickson, plays with two simple letters “Z” and “N” by first utilizing the letter “Z” to signify the snoring sound made when people sleep. After several lines of repetition, the last line reveals the entire narrative of the poster as “Z” eventually straightens to form “N,” just like how a person wakes up. “N” is also the first letter of Nescafe, so it makes the consumers associate Nescafe with consciousness and energy in the morning. This idea resonates with potential consumers as people spend less time sleeping but still have to get up early in the morning in such a fast-paced society. Indeed, according to Carlos Mera Arzeno, a commodities analyst with Rabobank International, coffee consumption is growing by approximately 1.5 percent annually. One of the most predominant reasons for consuming coffee is that it can help people feel less tired and increase energy levels. With the agenda to promote the revenue, the slogan “Nothing wakes you up as Nescafe” encourages the consumers to drink their morning cup of coffee, and promises to fulfill the consumers’ needs. The design choice of only using black and white is also very thoughtful. It reminds the viewers of the aroma of coffee and milk, and it can also represent the juxtaposition of drowsiness and lucidness. Moreover, the composition of breaking the pattern at the end makes the unordered element stand out, so the viewers’ eyes will focus on the slogan and logo eventually. Overall, I think this print ad is successful and creative.
Bibliography
- Crawls, Alexa. “Coffee History.” Razor Tie Artery Foundation Announce New Joint Venture Recordings | Razor & Tie, Rovi Corporation,
- NESCAFÉ. “ALL YOU WANT TO KNOW ABOUT COFFEE.” Nescafe – Our World
- Sethi, Simran. “New Trend In Coffee.” Forbes, Forbes Magazine, 1 Dec. 2017
- Verma, Mayank. “Nescafe Ad.” LinkedIn SlideShare, 25 Aug. 2015
