Mr Black Roasters & Distillers has launched its first integrated campaign through WiredCo.
As the second campaign of Mr Black Roasters & Distillers [Mr Black] within 12 months, WiredCo. has launched the brand’s first integrated global work; sounds of love
Launched in Australia before heading to the UK and US, Love Sounds is based on the idea that extraordinarily delicious things are often expressed in sounds, not words, and that’s what’s at the heart of the campaign and by Mr. Black.
The campaign aims to increase brand awareness and drinking occasions after identifying that its customers enjoy Mr Black’s full-bottle spirit whether relaxing, on the rocks or with a shot of milk
Swapping descriptive words for descriptive sounds, the campaign brings to life the proposition that Mr Black tastes as good as it looks.
Mr Black’s Love Sounds campaign, a premium global challenger for the coffee spirits category, supports distribution to over 1500 Australian stores and will appear across digital, social, partnership and audio media ( i.e. podcasts).
Mr Black Roasters & Distillers was founded in 2013 by award-winning distiller Philip Moore and designer turned coffee snob Tom Baker. The two shared a common belief that coffee (when made right) is delicious, drinking is great fun, and we should put the two together more often.
The purpose of WiredCo. is to move digitally, humanly, specializing in strategy, vision and creativity for content, social media, search, placement and partnerships. Key clients include Pizza Hut, RMWilliams, Assembly Label, Indeed, Chatime, Georg Jensen, Maurie & Eve, Viking Cruises and TEDx.
credits
Agency credits
Creative & Media: WiredCo.
Creative: Lili Danvers
Production: Push Media
Director: Ash Lim
Executive Producer: Louella Campbell
Mr Black Credits
Tom Baker, Managing Founder
Marty Williams, Head of Marketing
Emma Richardson, Head of Brand
Montana Hein, content producer
Source: WiredCo.