Slogan doctor - Nescafe: It's all about you

This is the me generation - but aren't they all? Which is no doubt why Nestle chose 'It's all about you' as its slogan for Nescafe.

by John Morrish

It aims to present this unremarkable staple of modern life as a treat.

It is meant to appeal to the stressed mother, who, as she plucks the underpants from the bedroom floor, longs for a few minutes on her own with a cup of dissolved granules. It goes nicely with Nescafe's sponsorship of mum-friendly Trinny and Susannah and Classic FM, the Valium of the airwaves. But the slogan, developed with McCann Erickson, says nothing about the product. Any product would do. Life assurance: it's all about you. James Blunt: it's all about you. The amorphous quality of the slogan is reflected in how often it has been used around the world: telecom companies, magazines, sex education campaigns, estate agents, adventure holidays, exercise programmes, financial products, casinos - you name it ... It has been a song by teenage rockers McFly, too. It may be all about you: but what is it?

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