McCafé launches the Australiano, the new national coffee conceived by DDB Sydney
Today, McCafé has unveiled the Australiano – Australia’s new national coffee conceived and launched by DDB Sydney.
Americans have the Americano, and now, Australians have the Australiano, a new signature coffee designed to treat resident coffee aficionados to a flavour combination of native Australian wattleseed, chai and McCafé’s locally roasted coffee beans.
Launching today for a limited time only, the Australiano can be served hot or iced. It’s truly Coffee Fit For An Aussie.
Says Lancy Huynh, group brand manager, McDonald’s: “Despite being a nation of coffee connoisseurs, we haven’t had a coffee to call our own. As a champion for Aussie coffee culture, McCafé wanted to right this wrong and craft a blend that Aussies can proudly put their name to.”
Says Matt Chandler, executive creative director, DDB Sydney: “Like most Aussies, my day doesn’t get out of first gear until I’ve had my morning coffee. It’s awesome to be able to create one that the entire nation can get around.”
The campaign includes TV, out-of-home, radio, digital, and social roll outs, in addition to a sampling truck that will tour the nation, developed by the OMD Australia team.
DDB Sydney launched McCafé’s Coffee Fit For An Aussie brand platform last year – an articulation and celebration of our country’s passion for truly great coffee.
McCafé is a true Aussie success story, having first launched in the laneways of Melbourne back in 1993. Today, McCafé serves up more than 300 million cups of barista-made coffee and hot drinks in a year and one in every four cups of coffee sold in Australia is from a McCafé.
Client: McCafé
Product idea, creative, strategy: DDB Sydney
PR: Mango
Media: OMD
Production: GoodOil
Post-Production: The Editors
Sound: Electric Sheep Music
Music: Sonar
25 Comments
Australians love coffee. So McCafe goes and ruins it.
Yet so good. Product innovation.
I like the idea but I kinda thought we already owned the flat white
Americans don’t drink Americanos, Europeans do.
Love this idea, kudos for actually getting a product on McDonalds’ menu
But Maccas are great at squeezing a million different bizarre variations out of one type of food, so not surprised they are doing it with coffee
Didn’t realise chai was a native Australian flavour? Australian grown beans?
McShyte
Australia already has a coffee. It’s called the Flat White.
Thinking
McYuck
And it’ll go bangbusters with the audience they’re aiming at.
actually disgusting
For something so Australian, why does it sound like bastardised Italian?
Always was, always will be.
Except for the Aussie one.
Great getting a new product on the menu.
Just don’t understand how that’s an Australian coffee. Isn’t it called a dirty chai? Which originated in England?
Great strategy DDB. I think this will work well – who doesn’t want to try a coffee with native wattle seeds?
No idea….
Really could’ve been easy to just have mccafe branded keep cups here instead of takeaway….
we already have a coffee
chai is an appropriation from India/South Asian cultures. So this is both a flat and white idea.
If we want to go down the appropriation route, perhaps we should be talking about the wattle seed and its appropriation from indigenous Australian cultures? And the fact they then launched this with no consideration of those cultures smack bang in the middle of Sorry Day and Reconciliation Week.
It is unique. I like it very much!
A flat white is Australia’s coffee, most Aussie coffee drinkers would agree…
The Maccas maketing people are Biggest idiots ever.
Australians drink just Flat White.
A chai te is for morons
Good idea DDB. I tried it once and never again.
Theres something more in it, like aspartane.