North American Launch Advertising Campaign
The campaign ran in newspapers and magazines across the USA and Canada, targeting five key metropolitan areas: New York, Chicago, San Francisco, Toronto, and Montreal.
The iconic visuals of smoke rising from the coffee package, forming a distinctive design, were masterfully interpreted by renowned Italian calligrapher and type designer Luca Barcellona. From the rich aroma of the coffee, the message takes on the unique shape of the packaging before dissipating, effectively introducing the new product.
The New York Times
Chicago Tribune
La Presse, Montréal
North American Launch Advertising Campaign
