Love Over Gold - The untold story of TV's greatest romance

This paper details how a new advertising campaign (1987–95) reversed the fortunes of Gold Blend, a premium instant coffee.
Agency: McCann EricksonAuthor: Colin Flint

Love over gold - the untold story of TV's greatest romance

IN THE BEGINNING

Gold Blend was launched by Nestl in the mid-1960s. It used the new freeze-dried technology to provide a smoother, richer taste, and was sold at a price premium to Nescaf of around 25%.

It was an excellent product, outperforming its rivals in taste tests, and was very successful in its early years. It reached a peak brand share of 7.8% in 1969, but thereafter drifted away slightly until, by the mid-1980s, the share was around 6.5%.

THE STRATEGIC...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands