Gloria Jean launches new campaign one sip at a time

Tim Burrowes

March 3, 2009 4:37

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.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

303 Advertising

3 COMMENTS

Cheryl Gledhill 4 Mar 09

Unbelievable that in 2009 an agency would still launch a new website that’s entirely Flash.

What a wasted opportunity

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Jane 4 Mar 09

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!!

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Doug 4 Mar 09

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…

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