Kraft Coffee: The Secrets of Coffee Mailing

May 22, 2011Filed under Direct Marketing and Non-alcoholic Drinks

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.

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