Changing a lifetime of coffee drinking habits is hard, even with an innovative new product.
To break through the usual coffee clichés, we needed to bring something as fresh as L'affare's beans to this well-worn category.
How do you create drama around a new product launch? With a funeral for an old favourite of course.
In a quirky, cinematic-feeling commercial we bid farewell to everyone’s familiar but flavourless freeze-dried friend – instant coffee. And what better way to end a funeral than with a cup of delicious, freshly ground coffee – thanks to Café L’affare’s new coffee bags.
Digital and outdoor executions were designed to give habitual instant coffee drinkers pause for thought, because old habits (like old coffee) die hard.
The icing on the morning tea cake? Posters around Wellington proposing L’affare coffee as the best way to tempt disillusioned government workers back to the office.
