In a bid to help people harbour meaningful connections in an increasingly digital world, Viennese coffee roasters Julius Meinl is helping bring people together “in real life” in its latest initiative. The idea is simple, on World Coffee Day, those who take their friendship offline and meet in coffee houses can claim a 2-for-1 coffee at Julius Meinl locations – all in exchange for co-writing a story or poem explaining how they met. Consumers are invited to share a photo of their poem on social media to be in with the chance of having their poem turned into a song.

Taking place in over 25 countries on World Coffee Day (October 1^st), consumers are invited to meet a friend over a coffee or tea and rekindle their friendship using poetry as a creative outlet for expression.

With communication now defined by swipes and clicks, our friendships are taking a toll, existing primarily on apps and networking sites. Yet online communication often leaves us feeling isolated, with screen time dramatically affecting how we experience human connection. Now, we are beginning to see a dramatic shift away from a culture that standardises always-on connectivity and with this comes an awareness to schedule real-time catch-ups with friends. Julius Meinl’s unique scheme is encouraging people to come together and bring more poetry into the world, by using tea or coffee as the fuel to ignite more poetic and creative moments in life.

Julius Meinl’s global ambassador, platinum-selling singer-songwriter and coffee lover, JP Cooper knows the importance of written communication to express oneself- drawing parallels with song writing and poetry. He comments: “It’s no secret that social media gives us a false sense of connectedness, encouraging us to communicate in half-written sentences and emoticons.

For this next campaign, JP Cooper will be partnering with his long-term friend and music producer, Hannah V, the session musician behind major powerhouses such a Rihanna, Jessie J and Jason Derulo.

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Viennese family-owned coffee company Julius Meinl is celebrating this year’s World Poetry Day on March 21^st with its fourth annual ‘Pay With A Poem’ initiative. Popular London establishments such as St James’ Theatre, Beaufort House Members Club, Manna Dew and The Pearson Room are confirmed to join the popular campaign.

Participating partner locations worldwide will offer consumers the chance to pay for a hot beverage with a handwritten poem. For 2017, the brand hopes to surpass the almost 100,000 people who put pen to paper during last year’s campaign.

Already, Julius Meinl-supplied cafés in 34 countries are on board, with the Netherlands and Singapore set to take part for the first time.

Speaking ahead of the launch, Julius Meinl’s CEO, Marcel Löffler added: “Pay With A Poem continues to grow year-on-year and so too does our commitment to poetry. It’s motivating to see so many of our partners in cafés, restaurants and hotels getting involved and experiencing the positive benefits of this initiative.”

Participating locations will be supported by a global integrated marketing campaign including dedicated digital, social, PR and experiential efforts. To drive maximum consumer impact, the brand has also developed an app featuring all participating locations. Registered partners will also receive flyers, door stickers and posters to announce the campaign.

The offer is being promoted on Julius Meinl’s Facebook page, and consumers are being encouraged to follow the initiative on social media via the hashtags #PayWithAPoem and #PoetryForChange.

Julius Meinl, established in 1862, is a fifth generation Austrian family company and positions itself as the global ambassador of Vienna’s coffee house culture for more than 150 years. It supplies restaurants and business customers in more than 70 countries and has 700 employees worldwide with total sales of €160million. Julius Meinl ranks among the top three premium coffee brands in over 40 countries and the company is the market leader in supplying hotels, restaurants and cafes in Austria, Central and Eastern Europe, the Adriatic coutries, Russia and Dubai.

World Poetry Day  was established by UNESCO (the United Nations Educational, Scientific and Cultural Organization) in 1999. The purpose of the day is to promote the reading, writing, publishing and teaching of poetry throughout the world and, as UNESCO says, to “give fresh recognition and impetus to national, regional and international poetry movements.”

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Nespresso, the pod coffee machine system from Nestle, has launched its latest campaign featuring Hollywood star, George Clooney, with a fully integrated campaign featuring TV and online advertising, plus a content-rich landing page including behind the scenes footage and consumer engagement through interactive image filters and gamification and prize promotions on the brand’s social channels.

Launched September 25^th 2016 at www.nespresso.com/whatelse, the light-hearted campaign sees George embark on a rough night as he looks to protect his precious coffee. Starting in the stylish Nespresso boutique on London’s Regent Street, George’s adventure begins as he strikes up conversation with an attractive female over a cup of Nespresso coffee. Sadly for him, she is the wife of the ‘boss’, who demands Clooney’s Nespresso as punishment.

And so ensues an eventful evening, courtesy of the ‘boss’, played by ‘Pirates of the Caribbean’ and ‘Deadwood’ star, Ian McShane, which sees Clooney take a trip through the backstreets of London. The following morning we see a battered and bruised George in his home savouring his Nespresso coffee, as he lets the audience and his maid know that he ‘wouldn’t change a thing’ about his Nespresso experience. As the maid walks off, she comments: “Must be some coffee…”

The campaign was created with McCann Worldgroup and kicked off with a teaser phase earlier in September with consumers were invited to guess what fate awaited George Clooney.

Alfonso Gonzalez, Chief Customer Officer for Nespresso, explains: “Our relationship with George strengthens year on year, and in our twelfth collaboration, we have created a storyline that shows Clooney at his best. He is a true partner for the brand, and here we see just how far he is willing to go for that incomparable Nespresso coffee experience”.

The full TV advertising campaign from Nespresso, entitled Change Nothing debuted worldwide (excluding US and Canada) from September 25^th. It can be viewed on YouTube or via the Nespresso website, www.nespresso.com/whatelse.

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Percol Coffee Co, the British company which claims to have launched the first Fairtrade certified ground coffee, has introduced a national “Cool Beans” campaign to support a new pack design and brand relaunch.

Activity has included Percol-branded London taxis roaming the capital. Consumers who spot them, snap them and upload the images to Twitter with the #CoolBeans hashtag can claim free sample packs of coffee.

The relaunch has been backed with a nationwide sampling tour, radio advertising on Heart and a competition to win two £1,000 cash prizes through the Heart London website. Outdoor advertising, PR and integrated social media also supports the campaign.

The new packaging features a range of coffee bean characters, such as ‘Lively Latino’ ‘Intense Italiano’ and ‘All Day Americano.’ The characters showcase the beans’ flavours and bring the brand to life for consumers.

Niomi Taylor, Marketing Manager of Percol Coffee Co, says: “Our new ‘Cool Beans’ campaign launches with a nationwide sampling tour to encourage trial, starting this month and touring the UK throughout 2016. Our team will be accompanied by a lively Mariachi band and our vintage ’59 Chevy coffee bar, ‘Percy’, so consumers will be in for a real treat as we sample our range of coffees in style.”

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