Moccona jumps on upcycling trend with collectable jars

Instant coffee brand Moccona has released limited edition collectable jars, in an effort to jump on board the trend of upcycling.

The six new jars were designed by Barker Brand Partnerships and each jar carries a positive affirmation. The campaign was devised by Edge, which won Moccona’s creative account a year ago.

The supporting marketing campaign, which will appear on TV, online video, OOH, digital and social thanks to Havas Media, brings the designs to life through animation.

The campaign aims to attract a wider consumer base, Donna Mulholland, JDE ANZ marketing director, said.

“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 six beautiful limited edition jars to collect,” Mulholland said.

Nicole Gardner, executive director at Edge, said: “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.”

The collectable jars are decorated with positive affirmations

The campaign launched on Sunday.

Earlier this month, Edge launched a campaign for another JDE brand, Harris Coffee, encouraging support for local cafes that have been affected by COVID-19 lockdowns.


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


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