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Balzac's Coffee Roasters breaks campaign

Coffee company Balzac's Coffee Roasters has begun a new campaign to coincide with the 30th anniversary of the brand. Developed by Believeco, the effort includes a 30-second online video called “Theatre of the Hand.” The creative takes the form of a tour of the company’s history. The campaign also includes digital out-of-hom advertising, social media content, public relations, in-store materials and a contest component. The grand prize winner of the contest will receive a trip to Paris, France. The campaign will run until the end of the year.

“Our creative inspiration was rooted in the fact that coffee has great power,” said Randall Graham, creative director at Believeco. “Balzac’s namesake is the prolific French author Honoré de Balzac, generally considered one of the greatest novelists of all time and who, as legend has it, fueled his pen with up to 50 cups of coffee a day. Our aim was to celebrate this special year by reminding Canadians about this power both to pause and propel. This brand is anchored in the notion of creativity and the idea of starting something.”

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