The coffee brand Kenco has launched a nationwide out-of-home campaign to support the introduction of its new premium “Jewel Jar”, with a series of high-impact special builds, experiential activations and transport media executions.
The campaign was developed by Talon in partnership with Havas, Kenco owner JDE Peet’s, and participating media owners and is built around Kenco’s “Uplift the Everyday” brand platform.
The launch forms part of a wider refresh of the Kenco brand in Ireland, including new-look packaging and an updated product proposition.
One of the centrepieces of the campaign is a bespoke Golden Square execution on Aungier Street in Dublin featuring an oversized version of the new Jewel Jar. Elements of the creative extend beyond the boundaries of the billboard, while illuminated “Uplift the Everyday” lettering has also been incorporated into the installation.
The campaign also includes an experiential mural activation which evolved over three days as consumers removed Kenco product samples from dedicated panels incorporated into the artwork.
Coffee aromas were diffused around the mural to create a sensory element, while Kenco brand ambassadors were on site each morning to distribute samples and engage with passers-by.
A third strand of the campaign centres on a full takeover of Heuston Station, designed to connect Kenco with the morning commuting occasion.
The station activation includes a bespoke wrapped Rail dPod, additional Rail dPods, six-sheet formats, Transvision digital screens, ticket barriers and branded concourse glass panels.
Eclipse Media handled production of the Golden Square installation, with JCDecaux providing the Aungier Street site. Global, meanwhile, delivered the Heuston Station takeover, while the mural was designed by Collective.
Lisa Fitzpatrick, marketing manager, JDE Peet’s Ireland, said the launch of the new Jewel Jar represented an important development for the coffee brand.
“The launch of our premium Kenco Jewel Jar marks an exciting moment for the brand in Ireland. As one of Ireland’s most loved coffee brands, we wanted to celebrate this milestone through a campaign that brings our ‘Uplift the Everyday’ platform to life in a bold and engaging way,” she said.
“From high-impact OOH to immersive sampling experiences, the campaign is designed to connect with consumers in everyday moments and remind them of the quality and enjoyment that Kenco brings to everyday coffee moments.”
Simon Peel Yates, head of play, Havas Media Ireland, said the campaign was designed to turn the packaging and product refresh into a broader brand experience.
“We set out to turn a packaging and recipe refresh into a citywide experience that comes to life in everyday moments,” he said.
“The larger-than-life Golden Square creates instant fame, the evolving scented mural with live sampling delivers a sensory moment and the Heuston Station takeover powerfully aligns to the morning commute. Each of the three elements work in harmony to keep Kenco top of mind at key coffee moments.”
Aoife Hudson, managing partner, Talon, said the campaign demonstrated how different OOH formats could perform distinct roles within a single media strategy.
“The Golden Square special delivers fame and standout for the new pack design, the mural and sampling create an opportunity for people to experience the product first-hand, while the Heuston takeover brings the frequency needed to keep the brand front of mind,” she said.
“Together, the campaign allows Kenco to engage consumers at different moments throughout their day and turn a packaging refresh into something far more fun and memorable.”
Kenco is part of the JDE Peet’s portfolio, which also includes Douwe Egberts, Tassimo and L’OR. JDE Peet’s operates across more than 100 markets and is part of Keurig Dr Pepper which reported revenues of over $20.9bn last year.
