With a lot of ice, as a cocktail base or mixed with a lot of cream. These are some of the ways of consuming coffee that purists would despise but that the L’Or brand embraces in “Coffee Sinners”, its new global campaign with which it presents Espresso Concentrate, its new range of liquid concentrated coffee.
Devised by creative agency Gut Madrid, the campaign invites coffee lovers to “confess” the sins they commit with the drink and celebrates consumers’ imagination when it comes to breaking the rules and conventions around the “correct” way to enjoy coffee. The creative concept is based on the idea that we all have a habit that others would consider an offense, but that is an exercise in self-expression and enjoyment.
The idea is expressed in three spots, one for each variety of Espresso Concentrate (Pure Black, Sweet & Rich Mocha and Sweet Caramel). They all have the same narrative structure, articulated around a revision of a common expression in the confessional, “Forgive me, coffee, for I have sinned.” The pieces seek to free consumers from guilt and turn particular rituals into a symbol of pride, inviting people to mix, personalize and enjoy coffee exactly how they want.
“lCoffee culture has traditionally been marked by rituals and conventions, but today’s consumers are increasingly seeking to make those experiences their own.“said Ellen van der Linde, Global Marketing Manager of L’Or, in a statement. “We believe that coffee should be a source of pleasure, not pressure. ‘Coffee Sinners’ celebrates those who dare to reinvent the ritual and make every coffee moment truly theirs”.
As expressed by the agency, the campaign opens a new creative stage for L’Or, in which its legacy and know-how evolve towards a younger and more contemporary tone, based on creativity and personal expression. In this sense, the visual and narrative language has been renewed to connect with a new generation of coffee lovers. This is Gut Madrid’s first work for the brand.
The objective is to publicize the launch of L’Or Espresso Concentrate, a range of liquid concentrated coffee designed to expand the ways of enjoying coffee and respond to the demand for an increasingly personalized coffee experience. The product is presented as a versatile base to prepare a wide variety of recipes, both hot and cold, from iced coffees to cocktails or mocktails.
The new product is available in a glass bottle, which allows it to be recycled, and with the capacity to prepare up to 16 drinks. It is launched jointly in Spain, France and Switzerland; and is part of the global strategy “Reignite the Amazing”, with which JDE Peet’s, the parent company of L’Or, seeks to accelerate the growth of its brands through innovation and the creation of new consumer occasions.
“Coffee Sinners” was released first in France, and is also released in Spain, Switzerland and Australia, among other markets. It runs on television, digital media, social media and outdoor advertising.
