Australian premium instant coffee brand Moccona has unveiled an integrated campaign via indie creative agency Edge, promoting its latest collection of limited edition collectable jars.
The six new limited edition jar designs were inspired by the widespread trend of positive affirmations. These quotes are shared both online as well as making their way into the home as decorative items. Each jar features a different inspirational quote, bringing them into the home as showcase pieces designed to inspire a little moment every day.
The concept and campaign leverages the brand’s most iconic asset and taps into the ‘upcycling’ trend giving coffee lovers even more reasons to love their glass jars – something Moccona drinkers have been doing for generations.
With packaging designed by Barker and media by Havas Media, the limited edition range invites consumers to “Inspire your moment” and will roll out on TV, online video, OOH, digital and social.
In a first for Moccona, the TVC combines live action and animation to bring to life the inspiration behind the jar designs.
Says Donna Mulholland, ANZ marketing director, JDE: “We wanted to build on the success of previous decorative jar campaigns and attract new consumers to the brand by making this collection bigger than ever before. This is the first time we have offered 6 beautiful limited edition jars to collect.”
Says Nicole Gardner, executive firector at Edge: “The appeal of the iconic Moccona jar continues to be a drawcard for the brand. There has never been a better time to leverage the upcycling trend and bring a little positive inspiration to people’s lives and into their homes.”
Client: Jacobs Douwe Egberts
ANZ Marketing Director: Donna Mulholland
Marketing Manager: Virginia Marsh
Moccona Brand Manager: Dominique Stichling
Digital Marketing Manager – Aaron Wall
Creative, Strategy and Jar Design Concept: Edge
Executive Planning Director – Richard Parker
Planning Director – Milica Djurovic
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Katy Grey
Account Executive – Donna Phan
Creative – Laurie Geddes, Madeline Smith
Production: Vandal/ Helium
Director – Tracey Rowe
Producer – Brenden Johnson
Media Planning and Buying: Havas Media
Strategy Director – Danni Dimitri
Account Director – Ella Macdonald
Account Manager – Jaime-Lee Mills
Packaging design: Barker Brand Partnerships
Principal – Johnny Barker
Senior Client Partner: Jennie Ballard