Coffee brand Moccona embraces ‘me-time’ in newly launched brand platform via Edge


Iconic coffee brand Moccona has launched its new brand platform “me-time”. Developed in conjunction with Edge, the platform puts a contemporary lens on ‘everyday indulgence’ – the brand’s long held positioning.


Extensive research into the attitude and state of mind of today’s coffee drinkers showed that the shift to living ‘always on’ is making it more and more difficult for people to carve out time for themselves. These pressures were only heightened by the impact of covid and blurring of boundaries between home and work, home schooling and the general need to constantly be considering and caring for others. As a result, the idea of taking ‘me-time’ has become an indulgence.

Says Nicole Gardner, executive director, Edge: “As consumers shared with us their struggles in finding time purely for themselves – time to reset and refocus – we saw the role Moccona could play in providing that little moment of alone time and pleasure through the sensory experience of enjoying a premium cup of coffee.”

Produced fully in Australia, a first for Moccona, the integrated campaign launches across TV, online video, digital, social, outdoor and PR with creative by Edge, media by Havas Media, PR by Red Havas and shopper by The Mix Agency.

Says Donna Mulholland, ANZ marketing director, JDE: “Moccona has always been a brand that exudes optimism. In offering people a moment for themselves amidst the chaos of their crazy busy, modern lives, we want to inspire them to take the time to appreciate the world around them.”

Says Dominique Stichling, marketing manager, Moccona: “Brands need to stay constantly relevant to consumers lives so we’re excited by this evolution and how it will continue to ensure Moccona is a much loved household brand.”

The campaign is live this week.

Client: Jacobs Douwe Egberts
ANZ Marketing Director: Donna Mulholland
Marketing Manager: Dominique Stichling
Brand Manager: Katy Grey
Digital Marketing Manager – Aaron Wall

Creative and Strategy: Edge
Executive Creative Director – Simon Langley and Matt Batten
Creative – Laurie Geddes, Madeline Smith, Waiton Fong, Sophie Millican
Executive Planning Director – Richard Parker
Senior Strategic Planner – Milica Djurovic
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Ed Popa
Account Manager – Donna Phan
Agency Producer – Meredyth Judd

Production House: Rabbit
Director: Shannon Murphy
Producer: Belinda Dean
Edit: The Editors

Media Planning and Buying: Havas Media
Strategy Director – Danni Dimitri
Account Director – Ella Macdonald
Account Manager – Jaime-Lee Mills

PR: Red Havas
Practice Head – Consumer: Adam Freedman
Senior Account Director – Madeleine Hanley

Shopper: The Mix Agency
Strategy Director – Shannee Thompson

Casting Director: Stevie Ray