This story has been updated
Letting mom enjoy a cup of home-brewed coffee is the central theme of a new seasonal campaign from Kraft Canada’s popular Tassimo brand.
Launched in advance of Mother’s Day, the stylish, 30-second spot depicts a diverse group of moms enjoying an equally diverse variety of freshly brewed beverages. The stylish ad from Ogilvy was shot in black and white (except for a few splashes of colour for the beverages) and offers both an emotional element and a gentle nudge for consumers.
“We’re running the ad during the lead up to Mothers’ Day because many Tassimo machines are bought as gifts,” wrote Tassimo’s senior brand manager Janis Norwood in an email to Marketing.
The new Mother’s Day ad continues a brand rethink for Tassimo that began late last year. Last November, Tassimo decided to ditch the previously used “Barcode Brews it Better” slogan, partially because it spoke to the convenience and functionality of the home brewing system. Instead, Tassimo has replaced the barcode angle with the “Choice is Beautiful” campaign. With the newer approach, Tassimo is personalizing the experience—an angle reflected in the dizzying variety of flavours that consumers can make for themselves: hot coffees, lattes, teas and herbal brews, to name a few.
The Tassimo tweak comes as Kraft Canada undergoes an internal shift it’s calling “Big Magnetic Ideas.” The plan has been to look at every brand in the Kraft stable, and filter each marketing approach through “consumer insights and cultural points of view,” said a Kraft press release.
Meanwhile, the launch spot for the “Choice is Beautiful” campaign (also developed by Ogilvy & Mather Toronto, though the account has now shiftedto Taxi) was titled “Not like me,” and much like the Mother’s Day ad, it celebrated the diversity of both the Tassimo beverages and the consumers who drink them. It was also shot in black and white and depicted a variety of beverages, whether it be a latte, hot coffee, tea or mocha.
While Tassimo’s popular T Discs have won big with consumers, the coffee pods have also attracted controversy for creating waste. “We recognize that recyclability of our packaging is important to consumers,” said Norwood. “That’s why we have a partnership with Terracycle. There are no sign up fees and shipping is free.”
Correction: The original version of this story incorrectly attributed this creative work to Taxi. It should have been attributed to Ogilvy. Marketing regrets the error.
