Iconic coffee brand Moccona has launched its new brand platform, “me-time”, which puts a contemporary lens on “everyday indulgence”, the brand’s long held positioning.
The new platform was developed in conjunction with Edge after extensive research into the attitude and state of mind of today’s coffee drinks.
This showed that the shift to living ‘always on’ is making it increasingly difficult for people to carve out time for themselves.
These pressures were heightened by COVID-19 as the boundaries between home and work blurred, while homeschooling and the need to be constantly caring for others took a toll. As a result, the idea of taking “me-time” has become an indulgence.
Nicole Gardner, Edge Executive Director said, “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.”
In a first for the brand, the campaign was produced fully in Australia.
It will launch across TV, online video, digital, social, outdoor, and PR with creative by Edge, media by Havas Media, PR by Red Havas and shopper by The Mix Agency.
Donna Mulholland, JDE’s ANZ Marketing Director said, “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.”
Dominique Stichling, Moccona Marketing Manager added, “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.”
The campaign is live this week.
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
