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Kraft Canada conducts Tassimo campaign

Kraft Canada has begun a new advertising campaign for its Tassimo line of coffee. The campaign introduces a new tagline for the product, "Choice is beautiful." The new branding focuses on the "emotional benefits" of coffee rather than the functional benefits of the product's single-serving disc packaging. The black-and-white launch commercial, called "Not like me," depicts a variety of different people drinking a range of coffee, tea, hot chocolate and other beverages. It is accompanied by social media activities, in-store materials and a sponsorship of the program Breakfast Television. A second ad has been released to coincide with Mother’s Day. It depicts mothers drinking the beverages of their preference, along with the line, "Thank Mom for all she's done."

The campaign was developed by Ogilvy and will be continued by Taxi. Digital work is being managed by Union, with media planning and buying from Starcom.

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