Kraft Coffee: The Secrets of Coffee Mailing

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 Directors: Petra Sievers, Jens Klaar, Alexander Rötterink
Copywriters: Oliver Ramm, Tina Krahne
Illustrators: Jens Klaar, Cathrin Hoffmann
Production: Hammesfahr Vertriebs


almondtruffle's picture
14 pencils

cool DIY dm! :)

Glut's picture
3947 pencils

Clever, easy, fresh

AdBuzzer's picture
1168 pencils

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

CuriousPencil's picture
4227 pencils

"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.

shahidali's picture
4067 pencils

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.


prohomopithecus's picture
39 pencils

Dear voters, please forward the half of your stars to

Master Jack's picture
Master Jack
64 pencils

Not award-winning, but cute for the product.

Reto1976's picture
24 pencils

I agree.

Shridevi's picture
184 pencils

Very nice

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