Moccona Launches New “Me-Time” Brand Platform, Via Edge

Moccona Launches New “Me-Time” Brand Platform, Via Edge
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



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

 

Please login with linkedin to comment

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]