Building on the insight that extraordinarily delicious things are often expressed with sounds, not words.
As the second campaign for Mr Black Roasters & Distillers (Mr Black's) within 12 months, WiredCo. has this week launched the brand’s first global integrated work, 'Love Sounds'.
'Love Sounds' aims to increase the brand’s awareness and drinking occasions after identifying its customers enjoy Mr Black’s full bottle spirit as a wind down, on the rocks or with a dash of milk.
The campaign is being released in Australia before heading into the UK and USA. Love Sounds builds on the insight that extraordinarily delicious things are often expressed with sounds, not words - and that’s what’s at the heart of the campaign and Mr Black.
Lili Danvers, Creative at WiredCo., said: "Mr Black is an exceptional product, as soon as you try it you’re converted - this was backed by product research which showed that Mr Black’s first time drinkers used ‘love language’ to describe the coffee liqueur.
"We wanted to capture this moment of conversion in an impactful way. This saw us asking our talent to try Mr Black for the first time on camera. A series of ‘love sounds’ ensued confirming that Mr Black does indeed taste as good as it sounds."
Mr Black’s Love Sounds campaign supports distribution in over 1,500 Australian stores, and will appear across digital, social,
partnerships and audio media.
Credits:
Agency credits:
● Creative and Media: WiredCo.
● Creative: Lili Danvers
● Production: Push Media
● Director: Ash Lim
● Exec Producer: Louella Campbell
Mr Black Credits:
● Tom Baker, Managing Founder
● Marty Williams, Head of Marketing
● Emma Richardson, Head of Brand
● Montana Hein, Content Producer
