Gloria Jean’s Coffees has launched a new national advertising campaign and website, committing its largest advertising spend in Australia to reinforce its brand position. In the latest campaign the focus is on the precision involved in the coffee making process. Commercials lasting 45 seconds, 30 seconds and three 15 second ads encourage viewers to “live life one sip at a time”.

Gareth Pike, general manager for Gloria Jean’s Australia, said “Our new ad campaign aims to reflect a common feeling, that a coffee, no matter if you are on the go or need a little time out, will provide you with your own moment of clarity in the midst of a hectic and complex world. I believe that in the current environment, it’s the little indulgences in life that we need to focus on and coffee definitely fits into this category. It is an exciting time for our brand,” he said.

The ad campaign, launched on March 1, was developed by the brand’s recently appointed ad agency 303 and directed by Sean Kruck, recent winner of the Best Short Film at the 2008 Sydney Film Festival. Check out the website www.gloriajeanscoffees.com.au to see the tv commercial.

There are 489 Gloria Jean’s Coffees stores in Australia and 915 worldwide.