Nescafé is a traditional and historical brand that successfully spread worldwide responding to most consumer needs, on an innovative and creative way. Besides having a considerable variety of products, the brand goes on with its unity. The brand is strong, and it has, by far, the biggestmarket share among its instant coffee competitors. But this fact does not guarantee an eternal profitability. Nescafé has to work hard on its marketing strategies and develop even more innovative and creative attributes to maintain its position. Specially these days, when the market tends to be taken, ironically, by the oldfashioned way of drinking coffee. Maybe, the wellness concept is not the best way to sell coffee. A healthy lifestyle would certainly prefer whole ground coffee to the industrialized instant one, even if it has more anti-oxidants. In such a skeptical and nature oriented society, industrialized and instantare not so positive attributes. On the other hand, hedonic consumption and purchases experiences, specially with services, creates a whole new dimension. The brand seems to be aware about this fact and gradually is building a new way to enjoy coffee. The idea of creating service with franchising stores selling instant coffee based drinks sounds very good. In addition, Turkish people believe that creativity is important in advertising; therefore it is a strength that the ad is relatively creative and is able to stand out from the clutter. The ad has an emotional appeal rather than rational; it seeks to associate drinking a Nescafe with having a pleasant day that coincides with your pleasurable coffe drinking experience. The ad also appeals to the Turkish people’s individualistic nature, in that it is all about the consumer, i.e. the coffee drinker it gives respite to the consumer’s need by being inside their head and brightening their own day even when the outside is gloomy. However, we do believe that this ad may in fact be too creative; in other words, an ad is only creative if it can sell the product. The tagline is too small and the viewer barely sees the coffee mug and could possibly not maket he connection between the ad and the product.