The objective of the campaign was to build awareness of April as a premium coffee brand, drive trial of its whole bean coffee, and deepen appreciation for quality, craftsmanship, and taste throughout the year.
Our focus was to:- Position April as a brand for people who value coffee as a ritual — thoughtful, refined, and rooted in quality rather than convenience.
- Engage coffee-curious Gen Z and Millennial audiences through authentic, creator-led storytelling around daily routines, flavour discovery, and mindful moments.
- Collaborate with respected voices in coffee, lifestyle, and design to inspire audiences across different markets and cultures.
- Deliver culturally relevant, aesthetic-driven narratives that go beyond product promotion and celebrate the experience behind every cup.