Allpress Espresso RTD Coffee

Allpress Espresso – RTD Coffee Launch
Creative Direction | GTM Strategy & Execution | Brand Activation | Campaign Strategy | Stage & Gate NPD

This project led the creative and commercial launch of Allpress Espresso’s Ready-to-Drink (RTD) coffee range, introducing the premium café brand into the FMCG space across Australia and New Zealand. Working closely with in-house and agency teams, the strategy translated Allpress’s craft credentials and café heritage into a new format, delivering a premium shelf presence.

The go-to-market campaign spanned content production, visual identity, retail activations, and digital media, designed to resonate with a younger, convenience-driven audience while staying true to the brand’s roots. Activations ran across café-led storytelling, performance-led digital content, and event partnerships including Australian Fashion Week, LIV Golf, and Ironman, aligning hot and cold coffee occasions.

Sampling programs through Woolworths and Coles supported trial and availability messaging, with all creative anchored in café craft and modern lifestyle cues. The launch bridged café culture and premium FMCG, establishing Allpress as a credible player in a competitive category.

Credits: Allpress Espresso | Asahi | SidePeace Agency (Animations) | Hello Social (Paid Social) | Spark Foundry (OOH & Media)