Following consistent sales growth throughout the past few decades, Caffe Aurora has launched a new campaign which enlists Modern Family star, Rico Rodriguez as the new face of the brand.
Rodriguez plays the character of ‘Manny’, an espresso-loving teenager in the successful American television show. Rolando Schirato, Cantarella Bros general manager of sales and marketing, says that the enlistment of Rodrigues represents new territory for the brand, as it has traditionally only engaged in relatively conservative marketing campaigns.
“In the past ten years, our marketing spend has focused heavily on the strength and heritage of the brand. We have loyal customers and we have secured our position in the market by providing quality products and executing simple campaigns,” said Schirato.
The move to launch a new multi-million dollar campaign represents a larger spend than the brand has spent on any marketing activity previously.
Schirato believes that the enlistment of Rodriguez will help the brand achieve its objectives of increased growth and brand recognition.
“Rico has mass audience appeal, which we believe will resonate across a broad cross section of the market,” said Schirato.
The campaign is inclusive of four television commercials which were directed by Michael Spiller and shot in Los Angeles. The campaign will also be complemented with a mix of print, digital, outdoor and in-store advertising, which will be rolling out nationally from 17 November.
“We are thrilled that Rico Rodriguez would throw his weight behind the Caffe Aurora brand,” said Schirato. “The connection between Rico and coffee is one that I think Australians and New Zealanders will really enjoy, just as much as we have putting it together.”