Singapore – JDE Peet’s has appointed APRW as its agency of record in Singapore, expanding a partnership that has already seen the agency lead communications campaigns for brands including L’OR Espresso, OldTown White Coffee, and Moccona.
Under the remit, APRW will oversee integrated communications strategies aimed at strengthening brand visibility and consumer engagement across Singapore for JDE Peet’s portfolio, which includes L’OR, OldTown and Moccona.
The appointment follows a year of collaboration between the two companies, with APRW supporting a series of product launches, influencer engagements, experiential activations and media campaigns across JDE Peet’s coffee brands.
Among the campaigns led by the agency was the launch of L’OR Espresso’s Passione Rossa collection in collaboration with Ferrari Hypercar.
The campaign introduced limited-edition blends Maranello and Imola, supported by strategic storytelling and targeted outreach designed to position the brand within the premium lifestyle space.
For OldTown White Coffee, APRW worked on campaigns surrounding the launch of coconut-flavoured and pandan coffee variants in Singapore.
The campaigns aimed to strengthen the brand’s relevance among younger consumers while reinforcing its nostalgic appeal with existing audiences.
More recently, the agency also supported the launch of Moccona Liquid, a ready-to-pour liquid coffee product targeting convenience-focused consumers.
As part of the rollout, APRW led experiential office takeovers and media seeding initiatives with companies including Vogue Singapore, Mothership, GRVTY Media and Overkill Singapore.
Julie Chiang, Director at APRW, said the partnership had been built on “trust, collaboration, and a shared understanding of how to create meaningful brand storytelling that resonates with consumers.”
