Survivor's Burnett, et al, Spice Up Coffee Adventures for Millstone

Brandweek, Sept 18, 2000 by Sandra Dolbow

Procter & Gamble's Millstone Coffee next month will salute a trio of adventurous personalities in a print campaign that introduces the tagline, "Taste what's out there."

The effort, via D'Arcy, New York, comes as Millstone, the No.2 whole-bean coffee brand, is feeling pressure from grocery newcomer Starbucks and seeing consumers in general flock to coffee chains.

Millstone has long touted its coffees as delivering exotic taste experiences. "This campaign reflects the consumer and the passion within the brand itself," said Graham Woodall, evp/executive creative director at D'Arcy.

Three executions salute accomplishments of "real-life adventurers," such as Mark Burnett, producer of the hit show, Survivor, who are passionate about their life and work.

Introductory copy for each reads, "We raise our mugs to the people who are as passionate about what they do as we are about our coffee." The ads will break in October books and run through May.

Creative shows the passionate subjects in their respective surroundings. The first, entitled "Bold," has Burnett sitting in a tree. "Lively" portrays celebrity chef Bob Blumer, host of the Food Network's Surreal Gourmet, in a kitchen setting through the flames of a flambe. "Subtle" features interior designer Sheila Bridges in a well-appointed room. Two additional ads are planned.

Previous ads, also via D'Arcy, which picked up the account from sibling shop N.W. Ayer in March 1999, showed Millstone coffee mugs transforming into a sports car or an ocean liner. The previous tag: "All you need is a taste for adventure."

Media buys place the ads in corresponding food, wine, travel, shelter and sport titles. Thus, the culinary execution will run in Food & Wine, Gourmet and Ban Appetit. Other buys include: House Beautiful, Travel & Leisure, People, Golf Digest and Ski.

Michael Lavine, New York, was photographer; Brenda Villapiano, art director; Betty Green, copywriter.

Though a budget was not disclosed, Millstone spent $14.7 million on media in 1999 and $6.4 million through June, per Competitive Media Reporting.