Nescafe Azera // Ambient advertising

Looking at the mechanism that we had suggested for the product, as well as examples of alternative advertising techniques, we had the idea of transforming the revolving door supermarket entrance into a giant azera revolution ambient advertising campaign. By dressing the outside to look like the packaging and using a sticker to give the inside a coffee decal, every customer is forced to engage with the new product before they enter the store, a powerful psychological technique.

Sam did an excellent job of mocking up this concept up in photoshop and were happy that this would communicate this idea well enough in our submission boards. This would classify as in-store display and promotion, deliverable number two on the brief. This, combined with the POS display gives us a strong solution to this section of the brief.

While Sam worked on the mock-up, I altered the Azera instant coffee diagrams to demonstrate instructions for our new packaging innovation:

In support of this, I made some icons to demonstrate refilling the Nescafe Azera box using a refill pack.

This would primarily be used on the back of the pack to introduce consumers to the twist motion instead of the traditional spoonful that they are used to. As these icons did a good job of demonstrating the steps involved simply, we carried this across to the advertising campaign, using type and colour that was on-brand for Nescafe Azera.