Mr Black launches new integrated campaign via WiredCo.
Mr Black Roasters & Distillers has launched its first integrated campaign via WiredCo.
The announcement:
As the second campaign for Mr Black Roasters & Distillers [Mr Black] within 12 months, WiredCo. has launched the brand’s first global integrated work; Love Sounds.
Launching in Australia before heading into the UK and USA, Love Sounds builds on the insight that extraordinarily delicious things are often expressed with sounds, not words – and that’s what’s at the heart of the campaign and Mr Black.
The campaign aims to increase the brand’s awareness and drinking occasions after identifying its customers enjoy Mr Black’s full bottle spirit as a wind down, on the rocks or with a dash of milk.
Switching descriptive words with descriptive sounds, the campaign brings to life the proposition that Mr Black tastes as good as it sounds.
A premium global challenger to the coffee liqueur category , Mr Black’s Love Sounds campaign supports distribution in over 1500 Australian stores, and will appear across digital, social, partnerships and audio media (i.e. podcasting).
Mr Black Roasters & Distillers was founded in 2013 by awarded-distiller Philip Moore and designer-turned-coffee-snob Tom Baker. The two shared a common belief that coffee (when done well) is delicious, drinking is a lot of fun and we should put those two things together more often.
WiredCo.’s purpose is to Move digitally, humanly by specialising in strategy, insight and creative for content, social, search, placement & partnerships. Key clients include Pizza Hut, R.M.Williams, Assembly Label, Indeed, Chatime, Georg Jensen, Maurie & Eve, Viking Cruises,, and TEDx.
Credits
Agency credits
Creative and Media: WiredCo.
Creative: Lili Danvers
Production: Push Media
Director: Ash Lim
Exec Producer: Louella Campbell
Mr Black Credits
Tom Baker, Managing Founder
Marty Williams, Head of Marketing
Emma Richardson, Head of Brand
Montana Hein, Content Producer
Source: WiredCo.
