Toby’s Estate Coffee Roasters has launched its first ever concept coffee range – the Underdog Series.
The series shines a spotlight on the world’s relatively unknown, but emerging specialty coffee producing regions. The Australian business leads the local market in selling specialty coffee from regions including Uganda, Malawi, Mexico and Myanmar.
For the first time, Toby’s Estate has strayed from its traditional black and craft packaging to create a bespoke design for its Underdog Series products. Melissa So is behind the creation that features digitally printed illustrations and pops of bright orange on kraft brown bags.
The Underdog packaging maintains the core design DNA of Toby’s Estate’s existing single origin line-up, however, the illustration helps distinguish the Underdog coffees as breakout items.
“The artwork concept of our Underdogs Series is embodied by the image of a blind-folded boxer, a visual allegory of his perceived disadvantage,” So said.
“Despite this perception, he stands ready to fight just like our remarkable coffee illustrated in the style of a tarot card, the Underdog is played because it is the answer to what is ahead for the future of coffee.”
The Underdog Series is supported by digital and social, PR and an influencer campaign which kicked off in late October and runs through to Christmas.
The teaser digital campaign includes in-house curated content to be used across the website, Instagram and Facebook. The digital campaign continues following the product launch with a small re-marketing and EDM campaign, while continuing with curated social media content.
From late October, Toby’s Estate partners with VAMP Visual Amplifiers have been engaging a highly-concentrated group of coffee-addicted influencers to assist with online content.
The PR campaign sees an intimate media tasting event held at Toby’s Estate’s Chippendale headquarters.
The Underdogs Series highlights a new region each quarter, with Myanmar’s Myaing Village single origin the first release. The coffee is available in Toby’s Estate cafes nationwide and online at tobysestate.com.au.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]