Outdoor ad: Expressi: Expressi Yourself

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ALDI has launched a new campaign via BMF Sydney to promote its Expressi capsule coffee machine and range. It is now live with a series of TVC's supported by cinema, outdoor, online and owned media.

The Expressi campaign aims to break category convention with a focus on Expressi's diverse range of blends.

Says Carlos Alija and Laura Sampedro, ECDs at BMF: "The 'aspirational' approach historically reserved for pretentious perfume ads, has recently crept into the coffee category. We thought we could talk about a premium coffee product and take it to somewhere a little more refreshing by injecting Aldi's quirky tone of voice."

BMF partnered with South African comedy director and king of ridiculous, Trevor Clarence as well as Sydney fashion photographer Simon Lekias to bring the campaign to life.

An ALDI spokesperson said: "We are thrilled with the new work for Expressi. We have managed to create a campaign that feels unique to the Expressi brand whilst continuing the tongue-in-cheek ALDI tone we've been developing over the last few years".