Glow: A Creative Print Ad Encouraging Evening Coffee Enjoyment

Introducing Nescafe Decaf's Innovative Glow-in-the-Dark Magazine Ad

Nescafe Decaf has taken a bold step in its advertising strategy with the introduction of an innovative glow-in-the-dark magazine ad. Designed by John Vincent Redrico, this unique print ad is the first of its kind, captivating readers with its interactive and visually striking features.

The inspiration for this project came from star-shaped glow-in-the-dark wall stickers commonly found in children's bedrooms. These stickers glow when the lights are turned off, creating a magical ambiance. Redrico saw the potential in this concept and applied it to Nescafe Decaf's WHY NOT? campaign, targeting adult urban dwellers who enjoy their coffee in the morning but refrain from drinking it at night to avoid sleep disturbances.

The glow-in-the-dark magazine ad is a testament to the creativity and ingenuity of the design team. In a lit room, the material showcases a Nescafe Decaf pack with the headline "SARAP NG KAPE" (Great Tasting Coffee). However, when the lights are turned off, the moon and stars on the ad glow, accompanied by the new copy that reads "SARAP NG KAPE, LALO NA SA GABI!" (Great Tasting Coffee, Especially at Night!). This transformation creates a captivating and immersive experience for readers, encouraging them to enjoy Nescafe Decaf in the evenings.

The realization of this design involved a combination of creative thinking and technical expertise. The Nescafe Decaf glow-in-the-dark ad was printed using special glow-in-the-dark colors. The size of the ad is 8.5 x 11 inches, printed on C2S 140 stock using offset printing with silk screen for the glow-in-the-dark ink. The project was a collaborative effort between the design team led by John Vincent Redrico and Summit Media, the publication responsible for its exclusive publication.

Despite the challenges faced in finding printers capable of producing glow-in-the-dark ink back in 2010, the design team persevered and successfully brought this innovative print ad to life. The result is a visually stunning and interactive advertisement that captures the attention and imagination of readers.

The Nescafe Decaf glow-in-the-dark magazine ad has garnered recognition and accolades in the design industry. In 2013, it was awarded the Silver A' Design Award in the Idea and Conceptual Design category. This prestigious award recognizes designs that demonstrate exceptional creativity, technical skill, and innovation. The glow-in-the-dark magazine ad stands out for its unique concept and its ability to evoke positive emotions and wonder in viewers.

Nescafe Decaf's WHY NOT? campaign has not only redefined the boundaries of print advertising but has also provided readers with a memorable and engaging experience. As readers turn off the lights and witness the glow of the moon and stars on the ad, they are reminded of the pleasure of enjoying a cup of great tasting coffee, especially in the evenings.