Moccona: Awaken

The morning cup of coffee is the most important. It sets the tone for the rest of the day. And while 40% of coffee is consumed at the breakfast moment, it is often a functional cup of coffee made with inferior granulated coffee.

Moccona wanted to steal market share off Nescafe Blend 43 and own the breakfast moment.

The campaign encouraged consumers to swap their functional cup of coffee and encouraged them ‘Wake up to something special’ brought to life by a modern interpretation of a classic – Sleeping Beauty.