Taster’s Choice: Special Effects, not Romance

Taster’s Choice Instant Coffee’s new advertising campaign won’t build upon the company’s serial romance campaign that ended last fall. Instead of a continuing story line that moves from commercial to commercial, the Nestle USA Beverage Division product will use special effects to create hundreds of separate vignettes that evolve into a single image of a Taster’s Choice jar and a cup of coffee. The commercial that was created by McCann Erickson USA Inc. in Los Angeles will debut tonight during NBC’s “ER” television show.