Nestlé’s Nescafé Azera has partnered with London-based integrated brand activation agency Twelve and the University for the Creative Arts (UCA) to create a range of limited edition tins for its barista-style instant coffee.
Initially, the new range of collectable coffee tins will be rolled out in Tesco before being made available across all retailers nationwide.
The collectible packaging will be promoted through a Twelve-developed multichannel campaign, known as ‘Nescafé Azera By Design’, that will run across online, social, video and in-store point of sale (POS).
The collaboration marks the second time that Nescafé Azera, UCA and Twelve have worked together, following last year’s successful partnership to create six limited edition collectable tins.
Nestlé Nescafé Azera brand manager Laura Muirhead said: "We saw tremendous success with this campaign first time round and are equally impressed by the designs the UCA students have delivered for 2016.
"We’re confident that the limited edition tins will have cut-through on shelf and offer customers a vibrant alternative to their usual product choice."
For the new designs, the UCA students were asked to create packaging reskins that demonstrate Nescafé Azera’s passion for quality coffee by bringing to life their own experiences of coffee and urban culture.
Work on the project was carried out by UCA students as part of their October curriculum.
Twelve creative director Owen Catto, who briefed and mentored the UCA students, said: "It was a pleasure to partner with the team at UCA for a second year. To work again with young design talent was inspiring and rewarding.
"I was impressed with the levels of bravery and craft, making this year’s limited edition tins a set of contemporary pieces that consumers will want to collect and show off."
For the project campaign, the agency also worked alongside Pragmatica, Ogilvy and Adimo.
Image: The limited edition-designed tin for Nescafé Azera’s barista-style instant coffee brand. Photo: courtesy of Nestle.