Chernyi’s Moscow Black coffee is its own kind of drug, being marketed and sold through the Russian darknet.
In Russia, people believe that coffee is a drug and that drinking it is bad for your health. Chernyi Cooperative, a coffee company in Moscow, strived to create a campaign that turned this misconception on its head, and teamed up with POSSIBLE to do just that.
Enter the "coffee is not a drug" campaign, the first legal product advertisement on the darknet. We created a shop for the Chernyi Cooperative to sell their coffee on Tor, the anonymous communication network.
The shop operates at cherniyx23pmfane.onion. Once their Bitcoins or the Qiwi payment goes through, buyers receive coordinates as to the whereabouts of their stash. Confronting coffee’s illicit stereotype on a platform that is known for drug trafficking, one bag at a time.
Artem Temirov, co-owner, Chernyi Cooperative, says: “Finally, we have a reason to declare that our much-loved coffee brand is not an addictive drug.”
“We faced a difficult challenge—to attract the attention of trendsetters who already have access to plenty of interesting content. That is why we chose Tor. The target audience of ‘Black’ is familiar with anonymous marketplaces. They know how the purchase process is organized and are aware of the subtleties in attaining what they desire.”
The "coffee is not a drug" campaign has received a slew of press mentions, including Adweek, Creativity, Vice, L’Adn, Uproxx, Food and Wine, and We Run the Underground.
CREDITS: Client: Chernyi Cooperative, Brand: Moscow Black, Agency: POSSIBLE Moscow, Creative Director: Vlad Sitnikov, Idea: Maxim Fedorov, Copywriter: Maxim Fedorov, Artem Trofimov, Art Director: Anton Vodogreev, Illustrator: Anton Vodogreev, Stas Vasiliev, Digital producer: Ivan Bormotov, Kirill Nikitin, Film Director: Artur Miroshnichenko, Music: Sounds Like A Plan, Bad Zu, Filipp Alexandrov.