THE COFFEE CARTRREIR by Target Direct Marketing for Strauss Group

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THE COFFEE CARTRREIR

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Israel
Agency Target Direct Marketing
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: STRAUSS GROUP
Product/Service: FREEZE-DRIED INSTANT COFFEE
Agency: TARGET-MARKET
Co-Chief Executive Officer: Mr Eitan Azta (Target-Market)
Co-Chief Executive Officer: Mrs Miri Sinai (Target-Market)
Deputy Chief Executive Officer: Mr Nadav Sharabi (Target-Market)
Vice President Creative/Planning: Mr Naftali Yechilzuke (Target-Market)
Vice President Account Manager: Mrs Elinor Harari (Target-Market)
Senior Account Manager: Ms Yasmin Kremer (Target-Market)
Point Of Sale Chief Executive: Ms Sivan Hoor (Target-Market)
Point Of Sale Operations Manager: Mr Mati Nahman (Target-Market)
Procurement Manager: Mr Ohad Ben Atar (Target-Market)
Point Of Sale Account Executive: Ms Elina Dorfman (Target-Market)
Coffee Marketing Director: Mr Amir Ifrach (Strauss Group)
Instant Coffee Category Manager: Mr Avi Laufer (Strauss Group)
Instant Coffee Brand Manager: Mrs Einat Matsliah (Strauss Group)
Coffee Retail Marketing: Mrs Shiri Cohen (Strauss Group)
P: Mr Nir Novak (Target-Market)
Media placement: Coffee Holder For The Shopping Cart - shopping Cart - 18/1 - 3/2 2012

Describe the brief from the client
Background:
Elite Coffee, the leading coffee manufacturer in Israel, launched a new brand of coffee in January 2012: a freeze-dried instant coffee

Objective:
Sampling the new coffee to a minimum test group of 100,000 consumers at the supermarkets.

Target Audience:
Coffee lovers, new consumers and old fans of other Elite brands.

Describe the challenges and key objectives
Our Insight:
Enjoying coffee requires leisure. Good coffee doesn’t add up in one gulp, you need a few more minutes to experience the aroma, the scent and the taste.

The challenge:
People don’t have the required leisure time to really experience coffee at the supermarkets.
All they want to do is to continue their shopping without too much hassle.

Describe how you arrived at the final design
We created the Coffee CARTrrier. A special coffee carrier that can be easily hung on the shopping cart in a way that allows you to freely continue your shopping while sipping your coffee.

Give some indication of how successful the outcome was in the market
We had 130,000 positive tasting experiences nationwide.
A 3rd party research conducted during and after the campaign showed:
64% increase in purchase intention following the campaign
90% of consumers who were exposed to the campaign found the presentation of the coffee exciting.