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The Secrets of Coffee Mailing

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

Description

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

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

cool DIY dm! :)

almondtruffle
Activity Score 14
Glut's picture

Clever, easy, fresh

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

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

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

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.

CuriousPencil
Activity Score 4225
Copywriter
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.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

prohomopithecus's picture

Dear voters, please forward the half of your stars to
http://adsoftheworld.com/media/ambient/symantec_invitation_card_vision
thx:)

prohomopithecus
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.

Reto1976
Activity Score 24
Copywriter
Shridevi's picture

Very nice

Shridevi
Activity Score 184
Graphic Designer
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