It is with great relief that L’affare and creative agency EightyOne announce the death of instant coffee, survived by three flavours of L’affare freshly roasted coffee bags.
The new coffee bags offer the same convenience, but with a superior full-bodied flavour born of 30 years’ roasting expertise.
L’affare and Eightyone would like to take this opportunity to celebrate the life of a constant companion and ask that Kiwis remember the countless hurried mornings and late-night study sessions when sometimes instant coffee was all we had.
Despite its widespread popularity, instant coffee faced criticism for its bitterness, often deemed inferior to its freshly brewed counterparts. Details of the service will be shared across social media and by public outdoor notices between May and October.
Executive creative director of EightyOne, Chris Bleackley, passed on his condolences to the wider caffeinated beverage family and wanted to thank video producers Flying Fish for their support at this difficult time.
Casey Deane, General Manager, L’affare, said the team do feel for those impacted by this loss.
“We have support sessions available, and of course, proper coffee available if required. We are grateful to EightyOne and Flying Fish for the fitting send-off given to instant coffee.”
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