Nescafe plays the health card

Malaysia - Nescafe has launched a McCann Erickson-created branding campaign featuring local celebrity Maya Karin.

The campaign runs across TV, press, radio, point-of-sale and outdoor, and aims to boost Nescafe's brand image through highlighting the natural antioxidant, an ingredient beneficial to health, in coffee. Karin was picked for the campaign as a result of her healthy image.

"In this campaign, we wanted to return to the core and bring the spotlight on the source of coffee and Nescafe as well as the natural antioxidants it contains," Lee Szu Hung, ECD for McCann Erickson Malaysia, said.

"Through our findings, we realized that most people are unaware that coffee comes from coffee cherries which contain antioxidants. With this campaign, we hope to drive the awareness of this fact so you can enjoy another cup of Nescafe."

The campaign started running on Monday in Malaysia.