Kraft Design & Branding COFFEE TYPOGRAPHY by CE+CO, J. Walter Thompson Frankfurt

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Germany
Agency CE+CO
Agency J. Walter Thompson Frankfurt
Creative Director Petra Sievers
Art Director Jens Klaar
Copywriter Tina Krahne
Producer Marco Dross
Released October 2010

Credits & Description

Category: Design Typography
Advertiser: KRAFT FOODS
Product/Service: COFFEE
Agency: CE+CO
Date of First Appearance: Oct 1 2010
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Chief Creative Officer: Till Hohmann (JWT Germany)
Creative Director: Petra Sievers (JWT Germany)
Copywriter/Concept: Oliver Ramm (JWT Germany)
Art Director/Concept: Alexander Rötterink (JWT Germany)
Copywriter: Tina Krahne (JWT Germany)
Art Director: Jens Klaar (JWT Germany)
Graphic Design: Cathrin Hoffmann (JWT Germany)
Desktop Publishing Operator: Claudia Klein (Transmission Advertising Services)
Global Account Director: Kara B. Henry (JWT Germany)
Global Coordinator: Samantha Yeowell (JWT Germany)
Producer: Marco Dross (Hammesfahr Vertriebs)
Vice President Marketing/Strategy/Innovation: Stephanie Wilkes (Kraft Foods Europe)
Media placement: Direct Mailing / Calendar - 100 Mailings Distributed To Stakeholders Of The Coffee Category - 1 October 2010

Describe the brief from the client
The Kraft Foods Europe Coffee Category Management needed a VIP mailing for 100 key internal and external stakeholders. The goal of this mailing was to involve this audience, create an experience, and display category leadership in a memorable way.

Describe the challenges and key objectives
The biggest challenge was to find a solution that surprises category experts who have seen just about anything having to do with coffee. It needed to be something that would break through the clutter, surprise at the moment of reception but also have a lasting effect. Simple “jokes” or the usual branded give-aways would not work. It’s not so much about communicating actual news or hard facts - it is all about creating a positive feeling.

Describe how you arrived at the final design
A calendar is a lasting piece of communication - done nicely it will be a reminder in the office of the recipient for a year. In our case the technique of glue print allows for maximum surprise upon reception, direct interaction whilst completion and leads to a rewarding result. The glue typography only works with coffee powder - a sensual do-it-yourself experience. The content is as fun and surprising as the technique used to make it visible: “secret facts” about coffee. The medium chosen, the technique used, the content and the visual treatment all work together to create maximum engagement.

Give some indication of how successful the outcome was in the market
This VIP mailing achieved 100% desired audience reach and garnered 100% participation - all recipients engaged with the calendar to reveal the content. It takes around 25 minutes to complete the calendar - and that’s time spent with the brand! As a result the category management received 100% positive feedback. Kraft Foods is seen as modern, creative and interesting. It is in the nature of this kind of activity that there are no imminent results. It is all about increasing loyalty and deepening relationships. About creating a memorable experience. The added value of the finished mailing serving as a calendar in the office of the key audience makes this activity all the more relevant.