The Secrets of Coffee Mailing

Agency Network: 
February 2011

Coffee reveals coffee secrets. The coffee calendar was a VIP mailing of the Kraft Foods Europe Coffee Category for internal and external stakeholders. The main goal was to surprise category experts and involve them. A strange Mailing: a white box with a seemingly blank calendar. The content becomes visible only after coffee powder is spread over the pages and sticks to the glue-print. Visuals and copy appear – coffee secrets: strange facts, usages and effects. A random act of kindness well received and sure to hang in offices for a year.

Direct advertisment created by JWT, Germany for Kraft, within the category: Non-Alcoholic Drinks.

Advertising Agency: JWT, Hamburg, Germany
Creative Director: Till Hohmann
Art Directors: Petra Sievers, Jens Klaar, Alexander Rötterink
Copywriters: Oliver Ramm, Tina Krahne
Illustrators: Jens Klaar, Cathrin Hoffmann
Production: Hammesfahr Vertriebs

Comments (9)

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Highest Rated

Glut's picture
Activity Score 3935

Clever, easy, fresh

almondtruffle's picture
Activity Score 14

cool DIY dm! :)

Glut's picture
Activity Score 3935

Clever, easy, fresh

AdBuzzer's picture
Activity Score 1174

I wouldn't mind getting such a direct mailing! Great job :-)

CuriousPencil's picture
Activity Score 4225

"Random act of kindness" - hardly, but a nice way to intrigue an audience into a messy use of coffee. Undoubtedly clever, but it'd be in my bin by March, after January's glue had dried and the floor was a dusty brown stain.

shahidali's picture
Activity Score 4069

Amazing idea. Very clever.
However, didn't like the functional benefits of the coffee described in illustration of the pages. It should have created an emotional platform. Then again, I don't know the TG of Germany well. Having said that, emotional platform is the global stance for all coffee sellers around the globe.


prohomopithecus's picture
Activity Score 39

Dear voters, please forward the half of your stars to

Master Jack's picture
Master Jack
Activity Score 64

Not award-winning, but cute for the product.

Reto1976's picture
Activity Score 24

I agree.

Shridevi's picture
Activity Score 184

Very nice