The Secrets of Coffee Mailing

Agency Network: 
February 2011
Kraft:  The Secrets of Coffee Mailing
Kraft Direct Ad -  The Secrets of Coffee Mailing


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 advertisement 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
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Highest Rated

Glut's picture

Clever, easy, fresh

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
almondtruffle's picture

cool DIY dm! :)

Activity Score 14
Glut's picture

Clever, easy, fresh

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
AdBuzzer's picture

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

Activity Score 1172
Marketing Manager |

CuriousPencil's picture

"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.

Activity Score 4199
shahidali's picture

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.

Activity Score 4065
Dhaka, Bangladesh |


prohomopithecus's picture

Dear voters, please forward the half of your stars to

Activity Score 39
Master Jack's picture

Not award-winning, but cute for the product.

Master Jack
Activity Score 64
Creative Director
Reto1976's picture

I agree.

Activity Score 24
Shridevi's picture

Very nice

Activity Score 184
Graphic Designer
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