Nescafé is rolling out a £3.5m press campaign for its speciality coffee range and introducing Caramel, Hazelnut, Vanilla and Cappuccino Decaffeinated variants.

Kicking off today, the ads will appear in key women’s magazines and will target women who are at home.

The main focus is on Nescafé’s Cappuccino, Mocha and Latte products to position them as credible alternatives to coffee shop offerings
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All the executions share gentle tongue-in-cheek humour and end with the strapline ‘Remember you’re at home now’.

Other support will take the form of trolley advertising, sampling and instore display.

Speciality marketing manager Jonathan Michelmore said the campaign aimed to communicate the brand’s enjoyable drinking experience.