COFFEE PEOPLE by DDB Mudra Group Mumbai for Golden Bewerages

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COFFEE PEOPLE

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Industry Coffee, Tea, Breakfast Drinks
Media Print, Magazine & Newspaper
Market India
Agency DDB Mudra Group Mumbai
Creative Director Aman Mannan, Ashish Phatak
Art Director Nishant Jethi
Copywriter Aalap Desai
Illustrator Vivek V. Khandgaonkar
Released July 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GOLDEN BEVERAGES
Product/Service: COFFEE GOLD
Agency: DDB MUDRA GROUP
Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Creative Director: Ashish Phatak (DDB Mudra Group)
Creative Director: Aman Mannan (DDB Mudra Group)
Copywriter: Aalap Desai (DDB Mudra Group)
Art Director: Nishant Jethi (DDB Mudra Group)
Illustrator: Vivek Khandgaonkar (Vivek Khandgaonkar)
Media placement: Ambient Promotions - Coffe Shops - 23/09/2011
Media placement: Ambient Promotions - Cafeterias - 23/09/2011
Media placement: Ambient Promotions - Canteens - 23/09/2011
Media placement: Ambient Promotions - Food Courts - 23/09/2011

Describe the objective of the promotion.
We were asked by Coffee Gold to make their proposition “We know coffee” come alive through a BTL activity that was both affordable and effective.

Describe how the promotion developed from concept to implementation.
On 23rd September, World coffee day, Coffee People were born. Every coffee recipe has an origin. And to celebrate the day, we distributed branded coffee cup jackets that were faces of people from the country the coffee originated from. What’s more, a speech blurb described their recipe and spoke about things the audience didn’t know before.

Explain why the method of promotion was most relevant to the product or service.
The relevance of the communication was extremely simple. Coffee Gold's proposition was demonstrated beautifully and literally in the BTL activity.

Describe the success of the promotion with both client and consumer including some quantifiable results.
All day at the outlets, complimentary jackets were given with their respective brews. We wanted to distribute 1200 cup jackets over a span of 24 hours at 14 outlets. But the jackets got over in five hours. People took mementos and even ordered more coffee to get new jackets for themselves as a collection.