Moccona offers ‘Me-time’ in latest brand campaign
Moccona has launched new brand platform ‘Me-time’ with an integrated campaign that sees a coffee lover go to great lengths to get some peace and quiet.
Created by Edge, the campaign comes from the insight that Australians have struggled to find time for themselves after the lines between work and life were blurred when the country moved to working from home early last year.
Moccona has uses the idea that taking time for oneself is an indulgence, as is enjoying a cup of coffee.
“As consumers shared with us their struggles in finding time purely for themselves – time to reset and refocus – we saw the role Moccona could play in providing that little moment of alone time and pleasure through the sensory experience of enjoying a premium cup of coffee,” said Edge executive director, Nicole Gardner.
Donna Mulholland, JDE marketing director for ANZ, added: “Moccona has always been a brand that exudes optimism. In offering people a moment for themselves amidst the chaos of their crazy busy, modern lives, we want to inspire them to take the time to appreciate the world around them.”
The campaign went live this week and will be appearing on TV, online video, digital, social, outdoor. The media strategy is being executed by Havas Media, and Red Havas will be supporting the campaign with PR. The Mix Agency is behind the shopper executions.
Moccona marketing manager, Dominique Stichling, said: “Brands need to stay constantly relevant to consumers lives so we’re excited by this evolution and how it will continue to ensure Moccona is a much loved household brand.”
Credits
Client: Jacobs Douwe Egberts
ANZ Marketing Director: Donna Mulholland
Marketing Manager: Dominique Stichling
Brand Manager: Katy Grey
Digital Marketing Manager – Aaron Wall
Creative and Strategy: Edge
Executive Creative Director – Simon Langley and Matt Batten
Creative – Laurie Geddes, Madeline Smith, Waiton Fong, Sophie Millican
Executive Planning Director – Richard Parker
Senior Strategic Planner – Milica Djurovic
Executive Director – Account Management – Nicole Gardner
Senior Account Director – Ed Popa
Account Manager – Donna Phan
Agency Producer – Meredyth Judd
Production House: Rabbit
Director: Shannon Murphy
Producer: Belinda Dean
Edit: The Editors
Media Planning and Buying: Havas Media
Strategy Director – Danni Dimitri
Account Director – Ella Macdonald
Account Manager – Jaime-Lee Mills
PR: Red Havas
Practice Head – Consumer: Adam Freedman
Senior Account Director – Madeleine Hanley
Shopper: The Mix Agency
Strategy Director – Shannee Thompson
