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.
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
Radio host, Christian O’Connell has contracted COVID.19 and won’t be returning to the airwaves as planned. O’Connell is currently the host of GOLD FM’s Melbourne Breakfast Show a show that has been getting more buzz although the ratings do tend to ebb and flow a bit. However, O’Connell shared on Instagram yesterday that he wouldn’t […]
We did it, folks. ‘Baby Shark’, that syrupy, childish, yet oh-so-catchy jingle which first appeared on everyone’s feed back in 2016 has become the first video on YouTube to reach 10 billion views. The video—created by Korean children’s educational entertainment company, Pinkfong—achieved the milestone last week, 15 months after dethroning the previously most-watched YouTube sensation, […]
SafetyCulture’s first brand TVC, ‘Making grand plans a reality,’ features Adelaide International tennis champion Thanasi Kokkinakis and The Block’s Scott Cam (Pictured above). The TVC will debut during Channel 9’s Australian Open opening rounds and will air throughout the tournament. The 30-second spot will also run on social and digital media, at the Melbourne Park […]
The National Heavy Vehicle Regulator (NHVR) has launched a new major road safety awareness campaign titled, ‘Don’t #uck With A Truck’ targeting learners and P-platers. The campaign demonstrates how L and P licence holders can drive safely around trucks, including rules to follow when trucks are turning, stopping and how to overtake a truck. “The […]
A new online survey is seeking views on how Australians’ living in regional, rural or remote areas access news as part of a federal parliamentary inquiry into Australia’s regional newspapers. The House of Representatives Standing Committee on Communications and the Arts Chair Dr Anne Webster MP said: “Over the past 10 years news outlets in rural, regional and remote […]
As Kia celebrates 21 years as a major partner of the Australian Open, the brand is upping the ante for attendees at this year’s event unveiling the ‘Kia Halo’. The ‘Kia Halo’, is a world-first immersive experience that will showcase the Kia EV6 for the first time in Australia and power elements of the activation. […]
Enero Group has appointed Abigail Dawson (main photo) as its group communications director. It follows Lu Borges move to Los Angeles to become MullenLowe US’ Head of brand and communications. In her new role, Dawson will be reporting in to Steve McArdle and Wai Kwok, CEOs of BMF and Orchard respectively. She will be responsible […]
Clemenger Group has announced Brent Kerby as the new CEO of Clemenger BBDO Sydney. It follows Pete Bosilkovski’s departure from the role back in October. Kerby joins the agency from BWM Isobar, where he held the position of managing director in Sydney and presided over a period of prolific business growth and enviable local and […]
Anytime Fitness has launched a campaign to promote the brand as the most welcoming and inclusive gym for all Australians – no matter their body type, fitness level, ability, or background. The “Any body, Any time” campaign challenges the stereotypical representation of gym-goers, showcasing a diverse range of people with different needs, highlighting the various […]
Dentsu has announced the appointment of David Halter (main photo) as chief strategy and growth officer and the departure of Brent Kirby who was this morning named Clems Sydney new CEO. Big changes are happening at dentsu with Kerby departing to pursue other opportunities and Halter arriving with over 20 years of experience. Kerby, of […]
Nine has unveiled the major partners and sponsors for the 2022 Australian Open broadcast, with Kia, Samsung, Uber Eats, ANZ, Visit Victoria, APT, AAMI, Chemist Warehouse, Peters and Stan all joining in Nine’s Summer of Tennis. This year has also seen Bondi Sands, Ralph Lauren, Chubb Insurance and Safety Culture take up Nine’s AO Extender […]
Entries are well and truly open for the 2022 TikTok Cannes Young Lions Competition Australia so we decided to sit down with winners from previous years and pick their brains. Today we’re with Lizzie Wood from The Monkeys, the 2021 winner of the Cannes Young Lions award in the film category alongside her creative partner […]
Queensland PR and personal branding agency, Yellowpanda, has added two headline clients to its stable with celebrity-backed seltzer brand, Hard FIZZ, and drone experts, Aviassist, joining the ‘Panda Den’. The new clients enjoying early success with Yellowpanda with Hard FIZZ and Aviassist both seeing extensive mainstream media mentions in their first month of representation. Hard […]