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.”
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303 was appointed to the account last year.