Mellow Bird’s, a mild instant coffee, was one of the UK’s favourite coffee drinks for two decades.

Now owners Kraft are looking to inspire a new generation of drinkers, with a campaign on university campuses and the motto ‘Born to be Mild’.

An advert being shown in cinemas and on the student TV service Freewire, plays on that awkward moment at the end of a night, when inviting someone in “for a coffee” is only the tip of the euphemistic iceberg.

It’s being supported by sampling activity in Bristol and Birmingham to start. Euphemistic door hangers and beer mats will be seen, whilst motion-triggered posters in popular student bars will greet those using washrooms.

If all goes well, the brand will roll out activity across the UK.

Mellow Bird’s have set up on Facebook and Twitter, as well creating their own Ebay Store, where students can stock up on everything needed for when they’ve invited someone special back “for a coffee”.

All items are £1.89 – the cost of a jar of Mellow Bird’s.