The newco Ken coffee combines instant coffee and finely milled whole beans.
The TV ad "passion," created by JWT London, will launch later this month and follows on from the "harvest" ad, which launched on 7 May. Further activity will launch in October.
Russell Ramsey was the executive creative director on "passion". Jasper Shelbourne was the creative director and art director, while the copywriter was Craig Hunt. Dominic Murphy directed the ad and the production company was Partizan.
A Facebook game, Millicule It, created by Proximity, is aimed at women aged between 35 and 45. Players have to catapult a coffee bean into a jar of instant coffee to complete a level and create a jar of instant coffee.
With 10 levels of increasing difficulty, users face a varied array of household obstacles to stop the coffee bean making it into the jar. Gold, silver and bronze beans are awarded to users, depending on how many attempts they take to complete a level.
PHD is the media planner and buyer.