MELBOURNE – Mondelēz International, the world’s second largest coffee company, announced this month it will expand its global coffee footprint, entering for the first time the highly competitive Australian coffee market under the CARTE NOIRE brand.
To coincide with the launch of France’s number one premium coffee brand CARTE NOIRE into the Australian market, a dramatic new advertising campaign featuring CARTE NOIRE FIRE & ICE ROASTING will launch across TV, outdoor, sampling and public relations from this Sunday 6 October.
The CARTE NOIRE advert ‘the game’ in a 30 second format features a spectacularly choreographed battle between the world of ice and the world of fire, until the two elements finally combine to create a deep and intense experience.
Created by renowned Hollywood director, TARSEM, the ad forms part of a communications campaign created by the brand to introduce CARTE NOIRE FIRE & ICE ROASTING to viewers using dramatic and metaphorical story telling.
Just as ice extinguishes fire, a shower of cold water instantly stops the roasting process at the precise moment to capture flavours and aroma at their best, creating an exceptional WHOLEBEAN INSTANT coffee.
In the stunning ad, TARSEM explains how CARTE NOIRE is born from contrasts by revealing how the alchemy of the fire and ice roasting process creates a strong and beautiful intensity.
A team of professional dancers from European operas feature to reflect the passion and precision of the CARTE NOIRE coffee experts.
The ad will air in Australian and UK markets.
See the ad at this link: http://www.youtube.com/watch?v=mwA3eJUpcMs
About the brand
Since the 1970s CARTE NOIRE has delivered coffee lovers high quality coffee. Born in France from the passion of Monsieur René Monnier, CARTE NOIRE is the achievement of his bold vision to combine coffee knowledge with French art de vivre.
Monnier made use of his long years of coffee making experience to create coffee perfection, placing excellent coffee alongside France’s highly celebrated food and wine.
He pushed the boundaries and not only created coffee perfection in a cup, but created a premium brand impressed by the luxury immergence of time with a unique signature blend.
While the brand has progressed with recent coffee culture and sustainability needs, today’s CARTE NOIRE coffee experts still resonate with this same passion to offer coffee perfection with this market-leading coffee brand.
About Mondelēz International
On 1 July, all Kraft Foods in Australia changed its company name as part of the global rollout of the Mondelēz International company name and corporate brand identity.
Mondelēz International, Inc. is one of the world’s largest snacks companies, with global net revenues of US$35 billion in 2012.