Golden Bewerages Design & Branding STAY ALERT - GREAT FIRE OF LONDON by DDB Mudra Group Mumbai

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Creative Director Sachin Kamble
Art Director Vivek Jadhav
Copywriter Dipen Bankim Shah
Illustrator Cocktail Arts Studio
Released July 2011

Credits & Description

Category: Public Spaces
Product/Service: COFFEE GOLD
Creative Director: Sachin Kamble (DDB Mudra Group)
Art Director: Vivek Jadhav (DDB Mudra Group)
Senior Copywriter: Shreedavy Babuji (DDB Mudra Group)
Copywriter: Dipen Shah (DDB Mudra Group)
Illustrator: Cocktail Arts Studio (Cocktail Arts Studio)
Media placement: Wall Painting - Coffee Shops - 29/12/2011
Media placement: Wall Painting - Internet Cafés - 29/12/2011
Media placement: Wall Painting - Cafeterias - 29/12/2011
Media placement: Wall Painting - Malls - 29/12/2011

Describe the brief from the client
Our client wanted to increase Coffee Gold's brand awareness. In the cluttered market, other brands were banking on their coffee’s taste, celebrities or the social status their brand carries, to sell. But we didn't have the luxury of these choices and hence needed something drastically different to catch the consumer's eye and hence, we played on the fact that coffee keeps you alert. We targeted the part of society that could afford yet chose to not consume coffee. Our aim was to create the need for coffee and create more coffee drinkers, especially Coffee Gold drinkers.

Describe the challenges and key objectives
The first challenge for us was to create a USP for the brand that was so different that it could catch the consumer's eye. Secondly, while finding catastrophic situations, we had to ensure that we didn't end up looking insensitive by giving a comical touch to these tragedies.

Another challenge was planning and then executing each minute detail of the illustration. But our biggest challenge was ensuring that the anti-climax we needed to drive the message into the consumer's head was maintained in the painting too. The illustration too had to narrow down to a point just like the story.

Describe how you arrived at the final design
For our new USP, we had to have an exceptional execution to catch people's eyes. And this is why, we painstakingly planned and then created every little illustration in great detail. Each one of them tells a story that adds humour and keeps one interested. Additionally, the actual, physical, narrowing down of the story to a single point, provided the needed anti-climax to get our message across.

Being a fun and energetic brand, these comic illustrations went completely well with Coffee Gold's brand image.

Give some indication of how successful the outcome was in the market
At the places we put up our wall paintings, consumption of coffee showed an increase of 36%.