Nescafé Azera will release a second round of limited-edition designer tins, created in collaboration with emerging design talent from the University for the Creative Arts (UCA), after the success of the brand’s 2015 campaign.
The collectable packaging, available from today, will launch initially in Tesco before rolling out across all retailers nationwide. Students were briefed to create “skins” that demonstrated Nescafé Azera’s passion for quality coffee by bringing to life their own experiences of coffee and urban culture, according to Twelve, the London agency that developed a multi-channel marketing push around the new tins.
The brand first brought out a series of special designs exactly a year ago today.
Twelve developed the Nescafé Azera By Design campaign “to highlight the craftsmanship and creativity inherent in the super-premium instant coffee brand”.
The limited-edition tins will be promoted across online, social, video and in store point-of-sale, with campaign visuals demonstrating how each of the limited-edition designs can turn a blank kitchen into an expressive explosion of colour.
Nescafé Azera brand manager Laura Muirhead said: “We saw tremendous success with this campaign first time round and are equally impressed by the designs the UCA students have delivered for 2016. We’re confident that the limited-edition tins will have cut-through on shelf and offer customers a vibrant alternative to their usual product choice.”
Owen Catto, creative director for Twelve, added: “It was a pleasure to partner with the team at UCA for a second year. To work again with young design talent was inspiring and rewarding. I was impressed with the levels of bravery and craft, making this year’s limited-edition tins a set of contemporary pieces that consumers will want to collect and show off.”
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