2009
Carte Noire Readers
Kraft
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Carte Noire Website Visit site |
Are you sitting comfortably? Then we'll begin. Kraft’s Carte Noire is a premium coffee brand, targeted at 30-45 year old women, whose coffee breaks are precious… So we put together two things that this audience embrace; 1)seductive men and 2) reading. It’s adult Jackanory featuring three desirable male actors; Dominic West (The Wire), Greg Wise (Cranford) and Dan Stevens (Sense and Sensibility) – reading love scenes from Penguin novels, both classic and modern. Each of the many readings are offered in a coffee break size, and released over a number of weeks; from a romantic proposal in Jane Austen's Pride and Prejudice; to a night-time scene in D.H. Lawrence's Sons and Lovers; to a nostalgic account of how Rob and Laura got together in Nick Hornby's High Fidelity; to a woman propositioning a married man in Nicci Gerrard's The Moment You Were Gone. Online ads and a print campaign featuring Dominic and Greg are also supporting the site. Penguin Books are cross-promoting the site, in return for using Penguin editions in the readings and integrating ‘Buy Book’ links into the Carte Noire site. |
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