The J.M. Smucker Company is at it again, redefining modern creative excellence in the CPG category as it launches its new cinematic ad campaign for 1850®Coffee, featuring creative as bold as the ‘contraband caffeine’ itself. The centerpiece of the campaign is a cop dramedy, a two-minute short film which smartly blends creative storytelling and craft, with some pure, never cut, brand equity. 1850 Coffee is a brand with quality so high, so pure, it’s questionable if coffee this good is even legal.
1850 Coffee Campaign Overview: Quality That’s Criminal
Since its launch in 2018, 1850 Coffee’s loyal fans have been praising its bold and balanced flavor, saying it’s so delicious “you don’t even need to add milk.” Creatively, that translated into a wonderfully outrageous story arc: the best brew on the Black Market, coffee quality so high, so pure, it’s questionable if a coffee this good is even legal.
In the showcase two-minute film, and the :60 broadcast spot, Quality That’s Criminal, 1850 Coffee is humorously treated as illegal contraband. We witness men in ascots hiding steamy hot mugs in their blazer pockets, stockbrokers pouring it from carafes on street corners and Hollywood “it” stars getting cuffed for possession. The creative is an overtly absurd cop dramedy that’ll make you want to get your hands on your own steamy hot mug of 1850 Coffee.
The campaign was directed by award winning director Andreas Nilsson from Biscuit Filmworks. Andreas played an integral role in developing the unique neon-noir meets cop dramedy genre for 1850 Coffee. The two-minute song accompanying the edit is an original track composed by Christoffer Berg, world-renowned electronic music composer/writer/producer.
The Quality That’s Criminal campaign includes broadcast, online video and social activation. The campaign is from Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The J.M. Smucker Company.
“Publicis injected breakthrough creative on 1850 Coffee in a way that is completely unexpected from a coffee brand,” stated Liz Mayer, Consumer Engagement & Omnichannel Customer Marketing Lead, The J.M. Smucker Company. “Storytelling, art and craft are all taken to an entirely new level, resulting in the perfect blend of humor and style. I really believe this distinctive body of work will drive incredible awareness and attention.”
“We’re still growing awareness with the 1850 Coffee brand,” commented Tina Meyer-Hawkes, Vice President of Marketing on Coffee, The J.M. Smucker Company. “I can’t imagine a more highly charged narrative to position the brand front and center in people’s minds and funny bones. It’s engaging, witty and cinematic. A truly powerful creative-coffee-combination.”
“Coffee has been in and around the advertising industry and Wall Street for many decades. The biggest deals and creative ideas are fueled by it,” stated Andy Bird, Chief Creative Officer, PSOne. “So our debut national TV campaign for 1850 Coffee makes sense in every way. This work was just waiting to be made, and I couldn’t be prouder of our team and our brilliant client partner who made it happen.”
“This work is the result of the most incredible client/agency relationship I’ve ever been a part of,”
commented Erica Roberts, Executive Creative Officer, PSOne. “Five months ago, we had a completely different campaign for 1850. It was solid and smart, but it was safe. And there was no way that it’d breakthrough in the way we needed. So while on set during a different J.M. Smucker Company production, our teams sat down and decided to blow up the current work and start over. It meant walking away from months of creative development and consumer testing, and that we’d only have three weeks to land on a new campaign. It paid off.”
About The J. M. Smucker Company
Inspired by more than 120 years of business success and five generations of family leadership, The J. M. Smucker Company makes food that people and pets love. The Company’s portfolio of 40+ brands, which are found in 90 percent of U.S. homes and countless restaurants, include iconic products consumers have always loved such as Folgers®, Jif® and Milk-Bone® plus new favorites like Café Bustelo®, Smucker’s® Uncrustables® and Rachael Ray™ Nutrish®. Over the past two decades, the Company has grown rapidly by thoughtfully acquiring leading and emerging brands, while ensuring the business has a positive impact on its 7,000+ employees, the communities it is a part of and the planet. For more information about The J. M. Smucker Company, visit jmsmucker.com.
The J. M. Smucker Company is the owner of all trademarks referenced herein except for Rachael Ray®, a registered trademark of Ray Marks Co. LLC, which is used under license.
About Publicis Groupe - The Power of One
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in marketing, communication, and digital transformation, driven through the alchemy of data, creativity, media and technology, uniquely positioned to deliver personalized experience at scale. Publicis Groupe offers its clients a seamless end-to-end service to address all their marketing and transformation challenges. Publicis Groupe is organized across Solutions hubs: Publicis Communications (Publicis Worldwide, Saatchi & Saatchi, Leo Burnett, BBH, Marcel, Fallon, MSL, Prodigious), Publicis Media (Starcom, Zenith, Spark Foundry, Performics, Digitas), Publicis Sapient and Publicis Health. Epsilon, the data-driven marketing and tech company and its platform Conversant, is positioned at the center of the group fueling all the group’s operations. Present in over 100 countries, Publicis Groupe employs nearly 84,000 professionals. www.publicisgroupe.com | Twitter:@PublicisGroupe | Facebook | LinkedIn | YouTube | Viva la Difference!