IF MORNINGS HAD AN AROMA, IT WOULD BE COFFEE by Mindshare Mumbai for Bru

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IF MORNINGS HAD AN AROMA, IT WOULD BE COFFEE

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Industry Coffee, Tea, Breakfast Drinks
Media Case study
Market India
Agency Mindshare Mumbai
Released June 2012

Awards

Spikes Asia 2012
Media Best Use of Magazines/Newspapers Silver

Credits & Description

Type of Entry Media: Use of Media
Category Best Use of Magazines/Newspapers
Title IF MORNINGS HAD AN AROMA, IT WOULD BE COFFEE
Advertiser/Client HINDUSTAN UNILEVER
Product/Service BRU GOLD
Entrant Company: MINDSHARE Mumbai, INDIA
Media Agency: MINDSHARE Mumbai, INDIA
Rishika Shetty Mindshare Planning Manager
Shan Jain Mindshare Principal Partner
Rajesh Rao Mindshare Senior Director
Brajesh Dwivedi Mindshare Partner
Results and Effectiveness:
January 2012 Vs. February 2012 •Brand imagery parameters for “Has the rich aroma of coffee” went up by 37% & “One of the best brands of coffee available in the market today” went up by 35% •Market Share value for Bru Gold saw a jump of 44% in Modern Trade outlets in All India urban Consumer responses received through SMS poll: •“The aroma straight took me to store next to my house to buy BRU GOLD and enjoy the morning coffee on this Sunday morning” •"Really fantastic.The paper had unusual coffee scent even 3hours after reading the flavour lingers on”
Creative Execution:
The journey began with lot of complexities but the breakthrough was powerful. After convincing Times of India to spray coffee aroma on the newspaper by mounting the coffee aroma applicator at their printing press. The challenges faced were Technical Injecting the aroma fragrance to the printing ink as it puts the entire printing process to risk of 1.Staining the newspaper 2.Damaging the high cost printing machines Distribution Transportation and Physical distribution by newspaper boys to consumer retaining the aroma as Exposure to elements of nature would impact it Editorial Co-created contextual edit on the front page of main issue matching the font / style of live edit creating a seamless weave between ad and edit. After 2 months of stress testing, safety clearances came through. THE “SUNDAY OF 19TH FEBRUARY” 2012 SAW THE FIRST EVER AROMATIC NEWSPAPER WITH COFFEE AROMA SPRAYED ON 2.6 MILLION COPIES OF THE TIMES OF INDIA
Insights, Strategy and the Idea:
December 2011, Hindustan Unilever forayed into 100% pure coffee market with ‘Bru Gold’. In the two players market consumers are very satisfied with competitor and did not feel the need to even try another coffee brand. Their perceived notion was Bru neither offers 100% pure coffee nor suits their palette Challenge was to make them take the first step towards changing their coffee brand. In case of Coffee, Aroma is the most important sensorial appeal as consumer’s first sensory interaction is with aroma. On a typical Sunday morning, Consumer looks forward to leisurely reading of newspaper accompanied by the first cuppa. We leveraged this time window when the consumer’s mind is most receptive to let them experience the ‘Aroma’ and thereby influence purchase. Bru Gold collaborated with World’s largest circulated English daily ‘The Times of India’ to create the First Ever Aromatic Newspaper of India in Mumbai, Delhi and Bangalore