Nescafé Dolce Gusto has announced the launch of global campaign ‘Creativity Reinvents The Classics’. The campaign will feature Grammy winner will.i.am.
The campaign will feature a video of will.i.am performing his own version of Otis Redding’s classic song, ‘Sittin’ On The Dock Of The Bay’, to complement footage of Nescafé Dolce Gusto reinventing the classic cup of coffee.
The video will be directed by industry talents, Diego Contreras and Salomon Ligthelm.
An interview between will.i.am and Nescafé Dolce Gusto barista, Ola Persson, will also be available for audiences, as they each discuss the re-invention of classics in their respective fields of creative expertise.
Nescafé aims to highlight its commitment to evolving its coffee products to a consumer market seeking out high quality, sophisticated coffee experiences.
To kick-start the ‘Creativity Reinvents The Classics’ campaign, will.i.am has taken over Nescafé Dolce Gusto’s Facebook pages for 48 hours from 30 August. The official release date is 1 September.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Aoife Lawless. To subscribe to ESM: The European Supermarket Magazine, click here.
