THE WORLD'S FIRST BRANDED COFFEE STAIN by Ogilvy & Mather Duesseldorf for Regina

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THE WORLD'S FIRST BRANDED COFFEE STAIN

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Industry Toilet Paper
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Martin Seele
Art Director David Klenner
Copywriter Mike Bayfield, Jessica Branke
Client Service Director Werner Hesse-Quack
Released April 2013

Credits & Description

Advertiser: DELISOFT
Agency: OGILVY GERMANY
Category: Fast Moving Consumer Goods
Advertising campaign: THE WORLD'S FIRST BRANDED COFFEE STAIN
Art Director: David Klenner (OgilvyAction)
Video Support: Christian Kampschroer (Cilia Images)
Promotional Item Production: Dick Lion (Lion & Lion)
Copywriter: Jessica Branke (OgilvyAction)
Awards Coordinator: Toma Soare (OgilvyAction)
Executive Creative Director: Martin Seele (OgilvyAction)
Sound Design/Recording: (Sprachlabor Audioproduktionen)
Head Of Project Management: Hanna von Schultz (OgilvyAction)
Copywriter: Mike Bayfield (OgilvyAction)
Senior Art Director: Simon Goebel (OgilvyAction)
Voice-Over Copy: Martin Seele (OgilvyAction)
Client Service Director: Werner Hesse-Quack (OgilvyAction)

Execution
As well as being a unique creative idea, it beautifully demonstrated the product. Because what was used to remove the stains? REGINA kitchen towels of course.It also became a real talking point at the fair and a lot of coffee was spilled on purpose, just to see the stain. And each one was wiped away with a REGINA.

Client Brief Or Objective
Delisoft are one of Europe’s leading producers of kitchen towels. With their REGINA brand they are especially keen to target business customers and retailers. One of the best places to do this in Germany is the annual Markant Trade Fair. They just needed a simple, original and cost-effective way to get through to this key audience.

Outcome
This initiative helped the business talks, so the branding stain contributed to the closing of 20% more business deals. About twice as many business contacts were established than in the previous year, giving Delisoft a great foundation on which to build relationships. Also, 36 mugs disappeared…

Implementation
It was absolutely critical for Delisoft to gain more key contacts, with whom they could build business relationships. Business deals are best negotiated over a cup of coffee. So, to promote REGINA, we brought the insight to a whole new level, with a world-first activation: the branded coffee stain. With considerable effort, 300 guerilla coffee-mugs were designed and created which featured a unique ‘stamp’ on the bottom. If coffee was spilled the resulting stain formed the REGINA logo. The outside of the mugs was kept deliberately plain on the outside, to heighten the surprise and impact.