This Russian Coffee Brand Is Being Marketed Via the 'Dark Net'

Campaign for Chernyi Plays on Coffee's Reputation in Moscow

By Alexandra Jardine. Published on Oct 27, 2016

Editor's Pick

Russian coffee brand Chernyi Black is claiming that it is the first legal product advertiser on the Dark Net, with an edgy campaign that utilizes the anonymous communication network Tor to position its coffee a little like an illegal drug.

Chernyi is operating a shop at cherniyx23pmfane.onion, which is only viewable via Tor. Banner ads on Tor, as well as postings on Facebook showcasing real characters from the Russian capital's underworld, and flyers in nightclubs are directing people there. Once they've found the online store, users can make a purchase using Bitcoins and the Qiwi payment system, and will then receive coordinates for a physical shop in Moscow where they can pick up their product. The campaign is by Possible, Moscow.

Artem Temirov, co-owner of Black Cooperative, which makes Chernyi, said: "There is a generally held perception in Russia that coffee is harmful and shouldn't be consumed on a daily basis. We love flipping stereotypes upside down and decided to confront this stereotype about coffee being a drug with the stereotype about Tor as a platform that exists solely for drug trafficking. There is science, there is medicine, there is a clear understanding of what addiction and drugs are. Finally, we have a reason to declare that our much-loved coffee brand is not an addictive drug."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Oct 27, 2016
Possible Moscow
Chernyi Black
Creative Director:
Vlad Sitnikov
Maxim Fedorov
Maxim Fedorov
Artem Trofimov
Art Director:
Anton Vodogreev
Anton Vodogreev
Stas Vasiliev
Digital Producer:
Ivan Bormotov
Digital Producer:
Kirill Nikitin
Film Director:
Arthur Miroshnichenko
Sounds Like a Plan
Bad Zu
Licensed Music:
Filipp Alexandrov

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.