Photo (cc) by GoToVan
Nestlé is hoping to capitalize on the timeless notion that sex sells by using naked baristas to promote its Coffee-mate Natural Bliss coffee creamer.
You’ve probably heard of bikini baristas, those scantily clad women who serve coffee from drive-thru coffee stands. Nestlé has taken that idea one step further by using naked baristas in its new all-digital campaign for Coffee-mate Natural Bliss coffee creamer, according to AdWeek.
The campaign launched Wednesday and is based on an event that took place this spring.
One day in April, Nestlé took over a New York coffee shop. It employed a group of actors posing as baristas — and clad in nothing but body paint — to serve unwitting customers free coffee and promote its new “natural” coffee creamer. Naked, painted actors also posed as customers in the cafe-style shop.
Codie Richards, shopper marketing manager at Nestlé, told AdWeek:
“It was a one-day pop-up, and it was totally new for us. We know that consumers want something natural in their creamer. So what better way to talk about it and make some noise?”
Will Nestlé’s au naturel strategy work? That remains to be seen. Paid ads for the creamer, which are based on footage from the coffee shop, will start soon.
Meanwhile, short videos of the naked baristas and coffee customers’ hilarious reactions to them have already hit social media channels like Facebook and YouTube.
Interestingly, some customers didn’t even notice the nudity. Others were more forward.
“Can I see your bum?” a female customer asks a naked male barista.
“Yeah, absolutely,” he says as he turns around to expose his posterior.
“Yay!” she exclaims. “Looks great.”
The ad campaign is geared toward the millennial coffee-drinking crowd. It even has its own hashtag: #NaturalBlissCafe. Nestlé is hoping millennials will watch and share the ads, making them go viral, Fortune explains:
A spokesperson told Fortune the campaign is a way to tell the Natural Bliss story “in a cheeky and authentic way” (get it?) and is “designed to get consumers to take a closer look.”
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