Young males are turning off iced-coffee because they don't perceive the coffee to be real.
The challenge was to develop an new communications idea and creative that gets Ice Break to stand out and communicate strong, real coffee as its point of difference.
Real Coffee. No BS.
The world of coffee has gone and lost it's head up it’s arse.
With all the slow drips, avocado cups, almond milk, butter and baristas with overly manicured moustaches, it’s hard to separate the BS from the real coffee. It’s all gone too far.
Ice Break is the antithesis of the BS surrounding our coffee world. It is a simple, bold Iced Coffee made from 3 shots of 100% Robusta Beans. It’s the real thing.