Australians like their coffee and the nation's cafes pour some of the best in the world. Premium French coffee brand Carte Noire is trying to break into the market and is launching a fire and ice themed campaign to promote the launch.
Carte Noire uses a process of 'fire and ice' to roast its beans and then halt the process by rapidly cooling the beans to capture the best flavour. It is using the concept in its 'The Game' ads to tell the story of the battle between ice and fire ending when the two elements combine.
The TV ads, which look like a scene from a fantasy movie, launch in Australia this weekend supported by outdoor, sampling and a PR push. Ads will also air in the UK.
Carte Noire The brand, is owned by Mondelez, formerly part of Kraft. Mondelez claims to be the world's second biggest coffee company and the move into Australia is designed to increase its market share.
The ad was created by Havas Worldwide Sydney. Carat handled the media.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.