Great Experiential Marketing: Au Naturel with Nestlé
Some cheeky baristas went ‘au naturel’ to promote Nestlé’s All-Natural Creamer recently.
Serving up coffee in the buff – with only body paint to cover their modesty – these brave baristas certainly inspired brand love in their customers.
Held in Irving Farm Coffee Roasters in New York, at first glance the servers seemed to be sporting normal jeans and t-shirts. In fact, it was nothing more than body paint drawn in the style of traditional clothes. The video calls the product ‘surprisingly natural’ and asks the question, “How would you react if your typical morning coffee was anything butt?”.
Dans ce café, les clients sont servis par des employés entièrement nus par Ohmymag
Needless to say, customers aren’t entirely sure where to look, with many of them resorting to awkward laughter or looking around the room to avoid eye contact. Reactions to the ‘All Natural Bliss Café’ varied with people saying everything from, “this is a great idea”, to, “can I see your bum?”.
This isn’t the first experiential campaign by Nestlé which has got us buzzing, and in the past we spotted the ‘Have a Seat campaign’ from Android KitKat – a promotion which encouraged people to ‘take a break’. The brand claimed that the people sitting in the seats attached to billboards at particular times would be in with a chance of winning a new Nexus; encouraging passers-by to take a load off.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.