Sometimes the most effective advertising is just getting the consumer to try a free sample. But with this campaign, Nescafe managed to embrace best of both approaches with a clever print ad that turns into a couple of mugs full of coffee.
There was some minor assembly required—just a bit of folding—and consumers needed to add their own hot water, sugar, and cream. But as far as advertisements go, this was a brilliant way to get people to actually try Nescafe's instant coffee, especially while reading their morning commuter paper. [Ads of the World via Taxi]