Moccona launches limited edition designer jar collection to support sustainability via Edge
Independent agency Edge, in partnership with Jacobs Douwe Egberts (JDE), has launched Moccona’s 2022 limited-edition decorative jar promotional campaign, inviting people to take small steps towards a more sustainable world.
This year, JDE invited the next generation of young, socially-conscious designers from leading design schools across Australia and New Zealand to create a sustainability-themed, limited-edition collection of its 100% recyclable glass coffee jars as part of an international design competition.
The design theme aligns to JDE’s mission for all of its packaging to be 100% recyclable, with each of the six winning jar designs – Pedalling Forwards, Protecting Friends, Our Whales Below, Bee The Change, Small Actions, and Renew – bringing to life a sustainability issue that its designer is passionate about.
To help tell their stories, each designer was paired with an ambassador and a sustainability cause relevant to their jar design to help publicise the issue. Moccona will be donating $100,000 of support to be shared between the six causes – with consumers being asked to vote for their favourite cause and help decide how much goes to each.
Says Nicole Gardner, general manager, Edge: “Moccona’s decorative jars are always popular, tapping in as they do to the upcycling trend. It’s great to see the brand build on its upcycling credentials this year, with its sustainability inspired collection giving a platform and a voice to young designers wanting to make a positive impact.”
Says Dominique Stichling, marketing manager, Moccona: “When it comes to helping make a more sustainable world, every little action can make a difference. That’s why we were delighted to give young designers the opportunity to explore the theme for our 2022 limited-edition jar collection and help inspire others to take small steps for a better future.”
Developed by Edge, with PR by One Green Bean, media by Havas Media and shopper by The Mix Agency, the integrated “Be Inspired to Make a little Difference” campaign has been brought to life through TV, online video, out of home, shopper, digital and social elements to drive awareness and engagement with the new limited-edition jar collection and to inspire others to upcycle their Moccona coffee jars.
The limited-edition jar collection is available in supermarkets from 18 July, 2022.
To find out the inspiration behind each design visit https://moccona.com.au/makealittledifference
Client: Moccona
Marketing Manager: Dominique Stichling
Brand Manager: Katy Grey
Media Manager: Aaron Wall
Digital & Social Specialist: Olivia Clemesha
Digital Campaign Manager: Tom Riddington
Creative Agency: Edge
General Manager: Nicole Gardner
Executive Planning Director: Richard Parker
Group Account Director: Marianna Gale
Senior Account Manager: Donna Phan
Copywriter: William Bassett
Art Director: Callum Foot
Designer: Waiton Fong
Media: Havas Media
Senior Strategist – Luisa Dali
Senior Account Director – Nikki McColl
Senior Investment Director – Pawel Kusiak
Senior Account Manager - Ashlee Casalini
Account Assistant – Madeline Nicholas
Shopper: The Mix Agency
Rainer Hug – Creative Director
Tony Howard – Art Director
Leslie Knight – Finished Artist
Shannee Thompson – Strategy Director
Ashley Locklee – Strategic Planner & Senior Account Manager
PR: One Green Bean
Senior Account Director – Hayley Coope
Senior Account Manager – Jess Ho
Account Manager – Calli Arciuli
5 Comments
So is the collection sustainable, or is it just ‘sustainability inspired’? One is good, the other is green washing.
If one reads the article, you’ll see that Moccona is giving 100k to sustainability causes + they’re made out of glass, a recyclable material. Makes sense to me.
do u even read
EU6.7 Billion in sales
EU993 Million operating profit
$100k shared by 6 different organisations seems a bit stingy.
Their Annual Report says they are only committed to “up to 20%” of their product packing being recyclable. Ergo, over 80% will not be recyclable.
That’s not a brand purpose. That’s greenwashing.
I must be one of the people that like to correct the coffee jar specially Moccona coffee jars. love this correction, love to buy more if they are available. I don’t agree or disagree with recycle solution. As you know any business need to make a lot of profit to keep the employee employed. Still to give away $100K to completed small project, that’s great!!! Some people or some other organization that’s made billions then give nothing
with the respect.