Third Wave Coffee
Slice of Joy: How We Served a Mood
The Challenge
When Third Wave Coffee decided to launch pizzas, the brief was simple..
“Make people love our pizzas as much as our coffee.”
But we knew a pizza launch couldn’t just be another menu update.
It had to feel like a moment.
A cultural crossover between caffeine and cheese.
Our Thought Starter
We asked ourselves what happens when coffee meets pizza?
It’s not just food anymore. It’s a vibe.
A reason to sit back, sip longer, and bite into something new.
We weren’t just launching pizza.
We were launching a mood called Slice of Joy.
To position pizza not as an add-on, but as an experience that belongs at Third Wave.
So, we created a campaign that brought together everything the brand stands for community, creativity, and the art of slowing down.
How It All Came Together
The Hook
A jingle born 30 minutes before the pitch.
A creative spark between caffeine, chaos, and courage.
Sahil said, “This could be a song.”
DS made it one. The client heard it.
Once during the first pitch.
Twice during the second.
And then countless times after that.
Pitch won.
Music video greenlit.
“Slice of Joy” officially in motion.
The Launch
We didn’t just talk about pizza.
We sang about it.
A full-fledged music video that blended Third Wave’s café culture with our playful jingle something that lived both on the menu and on people’s minds.
The result?
A sensory experience that looked good, sounded better, and felt unforgettable.
The Teasers
Before launch day, we teased, we joked, we got people curious.
Social media was buzzing with laughs, guesses, and cravings.
Because when the tone is fun, the engagement follows naturally.
The Impact
The response was overwhelming not just from the audience, but even within the team.
Everyone was humming “Sip Sip Bite” at work, in cafés, and even during edits.
Soon, the campaign found its way into headlines and customer routines.
At Third Wave outlets across the country,
baristas now gather twice a day to do the
Sip Sip Bite routine.
A campaign turned into culture.
A jingle turned into joy.
Keeping It Brewing
We didn’t let the buzz fade. Through reels, remixes, and reactions the Slice of Joy lived on.
It became more than a campaign — it became a celebration of coffee, pizza, and people.
We didn’t just launch pizza.
We launched a feeling.
A Slice of Joy that people could sip, bite, and smile through.
Like our work? Give us a little ting.