With its new NESCAFÉ Classic campaign “the day is ours for the making”, NESCAFÉ empowers us to change our perceptions around mornings.

Publicis Conseil

NESCAFÉ is set to affirm its position as the morning essential with the launch of its European campaign, "The day is ours for the making." The campaign, developed by Publicis Conseil, underscores the unapologetic truth about mornings: they’re tough, groggy, and far from perfect—but the right start can set you up for a great day. 

The 360 campaign kicks off with a 60s film which depicts the cinematic portrayal of the unvarnished truth about mornings. Opening with the sound of an alarm and groggy movements in dimly lit bedrooms, it mirrors the relatable difficulties of waking up: bedhead, yawns, and the futile effort to resist the start of the day soundtracked to grand classical music to underscore the epic struggle of morning routines. 

But soon it is revealed that with the unique aroma and taste of NESCAFÉ Classic, you can conquer the morning ​and face the day with a completely new attitude, enjoying the lasting power of a positive start.

Discover the film : https://youtu.be/fI0WVLxJJcw

“The day is ours for the making” will roll out across TV, social, and print in the UK, Spain, Poland, Greece, and more to come. The campaign is part of the NESCAFÉ creative platform, “Make Your World’”, which launched in February last year across Europe, and aims to be a statement of empowerment for coffee lovers, with every day being a new opportunity to inspire.

Agnieszka Guzik Strzępek, NESCAFÉ Europe PSC Business Lead said: “With ‘The day is ours for the making’ we wanted to capture the universal truth about mornings—they’re tough, but they’re also full of potential. This campaign is a celebration of those first moments that set the tone for the day, and how NESCAFÉ Classic, with its unique aroma and taste, empowers coffee lovers to reclaim their mornings and make every day their own."