TWELVE has developed a multichannel campaign for Nescafé Azera, with a range of iconic and desirable limited edition tins, created in collaboration with top emerging design talent from the University for the Creative Arts. The campaign marks the second consecutive year that Nescafé Azera and TWELVE have worked with UCA students, following the success of the brand's 2015 campaign.
Students were briefed to create packaging reskins that demonstrated Nescafé Azera's passion for quality coffee by bringing to life their own experiences of coffee and urban culture. On the reverse of each of the seven winning design packs is a quote from that student with a description of and their inspiration for the winning design.
The limited edition tins will be promoted via a multichannel campaign, developed by TWELVE, that will run across online, social, video and in store POS. Campaign visuals demonstrate how each of the limited edition designs impacts on its environment, turning a blank kitchen into a colorful explosion.
"We saw tremendous success with this campaign first time round and are equally impressed by the designs the UCA students have delivered for 2016," commented Laura Muirhead, Nescafé Azera brand manager at Nestlé. "We're confident that the limited edition tins will have cut-through on shelf and offer customers a vibrant alternative to their usual product choice."