Kraft Design & Branding SECRETS OF COFFEE CALENDAR 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: Calendars
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: 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. This is a target audience of experts with vast knowledge of the category. It includes marketing and sales managers as well as key account managers, and of course key trade contacts. These stakeholders are highly relevant for overall sales and the performance of multiple Kraft Foods coffee brands. 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
The design solution is ideal in four ways: 1) A calendar is a lasting piece of communication - if done nicely it will hang in the office of the recipient for a year as a lasting reminder.
2) The unique technique of glue print allows the mailing to be surprising - it arrives blank and is sure to catch attention.
3) The do-it-yourself character of this calendar leads to direct interaction with the product. A sensual experience - with surprising results.
4) The content is fun and unexpected, and it is crafted with maximum attention to details.
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.