KRAFT UKRAINE: COFFEE-MATS

Credits:

Ganna Markarova - Brand Manager
Sergey Smelianskiy - Group Head
Olena Selutina - Head of Press Dept.
Kostiantyn Striukov - Managing Director
Enver Kikava - Planning Manager
Sergey Kovaloff - Art Director
Iryna Shandorivska - Coffee Group Brand Manager
Ganna Snigur - Brand Manager
Svetlana Lemeshko - Buying Manager
Yaroslav Koval - Marketing Director

Describe the communication goal(s) for this media entry
Females are the core target audience for Jacobs advertising campaigns. Depending on the fact whether a woman is a housewife or works in an office her lifestyle may vary a lot. Acknowledging the high level of coffee consumption in offices Jacobs decided to elaborate a special campaign.

Innovative Media Strategy: Show how your innovative media strategy represents a new, consumer insights based approach, gaining extra receptivity for the brand's message and strengthening the brand's connections with consumers.
We found out that for many people in Ukraine coffee consumption is an important part of their everyday working routine (and is one of the most pleasant parts).
The problem is that coffee consumption and tidy office desks rarely go together – hot coffee mugs often get stuck on anything that moves resulting in unsightly rings or even spillage. We decided to give women a hand by presenting a set of branded Jacobs cardboard coffee mats.

Engaging Creativity: Show how the media and the message work together to enhance the overall impact of the effort and engage the consumer.
Exclusive branded coffee mats decorated with the paintings of well known Ukrainian artist Eugenia Gaptchinska were perceived by women as a refined and useful gift rather than an ordinary ad. Making Jacobs integral part of coffee consumption in offices we managed to show that the brand understands women’s needs and is eager to help them

Encompassing the Audience: Show how the media idea travelled across and leveraged the most appropriate touch points and encompassed the target audience.
As a perfect communication channel we used the so called “business set” – a batch of newspapers and magazines delivered to the biggest Ukrainian offices. Along with business titles it also includes the female magazine Nataly which is highly appreciated by our target audience.

Effectiveness: Show how the effort maximised the value of the investment and generated marketplace results
More than 600,000 women received branded Jacobs coffee mats. This project has made an important contribution to Jacobs consumption in offices by women – tracking shows at least 47% growth.