Gloria Jean launches new campaign one sip at a time
Coffee chain Gloria Jean has launched its biggest brand marketing campaign to date including a new TVC from ad agency 303 and a new website.
The Australian-owned company, which has around 500 stores, is aiming to reposition itself slightly more towards the youth market.
The campaign – based around “Live life one sip at a time” – launches with a 45s TVC and a 30s version. It will be followed by three 15s ads focusing on the precision of the coffee-making process.
Gareth Pike, Gloria Jean’s GM for Australia, said: “In the current environment, it’s the little indulgences in life that we need to focus on and coffee definitely fits in this category. it is an exciting time for the brand.”
303 was appointed to the account last year.
Unbelievable that in 2009 an agency would still launch a new website that’s entirely Flash.
What a wasted opportunity
User ID not verified.
On their current ad: and when the guy and the girl hook up and she gets pregnant, she can get info about ministries to young women in trouble from the coffee bar where it all started!! Genius!!
User ID not verified.
The thing that annoys me about Gloria Jeans… why dont they just come clean and say they are run by a religious organisation…. why hide it…
I know, i know… they will say they are not… but when you are one of the top 3 guys in the Hillsong Church and own the franchise for GJ… there is a connection… and tithing…
User ID not verified.