Tuesday, July 21, 2015

Nestlé strips down for "natural" Coffee-Mate

I'll give Nestlé credit; this ad for "natural" Coffee-Mate creamer is getting tons of earned media. And it would need to, since the Coffee-Mate brand has long stood for "non-dairy creamer."

So, to show people that this new product has real dairy in it, they body-painted "nude" baristas (and a few customers) in a coffee shop in what looks to be an experiential stunt:

"Boobs," get it? Natural dairy. Ha ha. But at least they involved men as well in this gag. They even made a point of sexually objectifying the guy more bluntly, although this is hardly progressive.

It's not that bold of an idea, though. Topless coffee bars were a fad out west a few years ago, and public nude body painting stunts go back decades.

But then again, advertising ain't art. It's about getting attention and triggering recall. This ad achieves the former, and might achieve the latter if people can forget a lifetime of associations between Coffee-Mate and unnatural coffee whiteners.

It's also a very American brand ad, which takes full advantage of that country's weird relationship with nudity. As many celebrities' Instagram drama has shown, nude buttocks are perfectly acceptable to the American general public, while women's nipples are not. Take a closer look at the video, and you'll note that not only are the "nude" actors wearing thongs, but the women are oddly nipple-less while the men are not.

It's the same thing that you see on TV, with shows like Naked and Afraid — lots of tease with nude bodies from the rear, with all genitals and female nipples blurred out. Considering all of the real nudity on the internet, this PG sexuality is simultaneously exploitative and bland. In other words, not really "natural" at all.

Via Eater. Thanks to JVL for the tip.

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