Strauss Group Promo THE COFFEE CARTRREIR by Target

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THE COFFEE CARTRREIR

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR
Market Israel
Agency Target
Released January 2012

Credits & Description

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

Describe the objective of the promotion.
Background:
Elite Coffee (Strauss Group), the leading coffee manufacturer in Israel, launched a new brand of coffee in January 2012 - a freeze-dried instant coffee
Objective:
Sampling (tasting) of the new coffee by a minimum of 100,000 consumers at the supermarkets.
Target Audience:
Coffee lovers, new consumers and old fans of other Elite brands.

Describe how the promotion developed from concept to implementation.
Our Insight:
Enjoying coffee requires leisure. Good coffee isn’t experienced 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.
The Solution:
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.

Explain why the method of promotion was most relevant to the product or service.
The coffee CARTrrier gave the consumers the perfect solution to enjoy the coffee, connect with it and to decide to buy it.

Describe the success of the promotion with both client and consumer including some quantifiable results.
130,000 happy taster experiences nationwide.
3rd party research (done 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.