Nescafé has launched a multichannel campaign for its limited edition collection of coffee tins, created by emerging design talent at the University for the Creative Arts (UCA).
The Nescafé Azera tins will be available exclusively from Tesco while stocks last and are the result of a new campaign developed by London-based advertising agency Psona 12. The six winning designs were chosen by representatives from Nescafé, Psona 12, UCA and Tesco, and demonstrate the passion for coffee present across the Azera range.
The hermetically sealed and fully recyclable tins have been made by packaging manufacturer Crown, and the company has said that metal is the ideal material for the project as it helps to deliver the modern and premium feel of the designs.
Their limited-time availability will be accompanied by online and social media activity; video advertising; point of sales materials such as shippers, aisle fins and barkers; and digital displays. The supporting media will be live during June, July and August.
Nescafé Azera brand manager Jo Stericker said: “This initiative has provided Nescafé Azera with the opportunity to reflect its passion for coffee and creativity in an impactful way on shelf.”
Psona 12 creative director Owen Catto added: “Working with exciting young talent has been inspiring. From initial ideas to beautifully crafted final designs, everyone involved has found it a rewarding experience. I’ve taken great pleasure in seeing the next generation of creatives shine.”
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