Initial Ideas

I've come up with some ideas. 

Here goes:

Why do people like to go into coffee shops??

Like the cups, social aspects, different flavour syrups to choose from.

Why would people not want to go into shops??

No queuing, no waiting, use your own favourite mug/cup, be your own barista, sit in your pj's, invite friends for quiet chat. 

When do people drink coffee?

Morning, wake up, office, work, shopping, social.

QR codes on packaging take you to an app on smart phone/tablet.

Form an exclusive club, members only (fit demographic)

Add social media aspect

Find friends who drink Douwe Egberts

Join "Exclusive Coffee Club"

Apps:

Cryptic Coffee Breaks - sudoku, crosswords, games - enters a leader board - win competitions - find friends through twitter/facebook - chat and compare scores.

Coffee Chatsnap/Instacoffee

What have you 'bean' up to today?

Coffee Stains!?!  Upload pictures of coffee stains - reveal what they say about you (getting daft now!)

Make pictures out of coffee stains

Coffee - Effergy Coffergy - Somebody famous, cool and dead found in a douwe egberts coffe stain!?!

Coffee Stencils - thin aluminium/metal/acrylic coffee stencils. Make a picture in your coffee/or names (like coke campaign). Different sayings, #. You can upload your pictures to an app/twitter/pinterest etc. 

Upcycling - I like this! Kirsty Allsop!

Instructions to upcycle jars/packaging to create other uses

Make something from the packaging - upload pictures to twitter/facebook or Instacoffee chat!

(Something to look at - Olive Oil - similar to coffee - either really cheap/expensive)

What makes coffee from Starbucks, Costa... so popular??

I want to delve into why people would rather buy from a coffee house than make their own coffee from home. I found a funny article online about the clientele of Coffee Shops....

http://hellogiggles.com/the-6-types-of-people-in-line-at-starbucks

Trendy, hipsters, popular, status symbol of the packaging, young professionals. I've noticed on Facebook that people post pictures of their coffee cups....

 Status thing, just a laugh? Not sure but personalisation plays a big game in marketing, like Coke.....

I really liked this idea when it came out. Absolute genius!! I'm wondering whether I can merge this concept with some of my idea's for the Douwe Egberts campaign.


http://www.brandingmagazine.com/2013/01/08/starbucks-mondays-can-be-great/

Douwe Egberts - History

I feel its important to get to know the background of the brand to see how I can progress it's campaign. Brief notes on the history...

• Opened shop 1753 Netherlands
• Third largest coffee roaster in the world
• Outsells Coca-Cola in the Nethlerlands
• Came to UK in 1984 with instant coffees - progressed to ground coffees.
• Established heritage in Europe - superior quality
• 2001 saw launch of single serve coffee - Senseo
• Introduced new products and new looks over the years
• New brand identity

Douwe Egberts are proud of their heritage and history. Here are some of the earlier branding designs and how they have changed throughout the years.

I really like the 1900 packaging. I actually think that would work well today as a limited edition. Vintage and retro designs are growing more popular day by day.

Douwe Egberts Creative Campaign

The Brief:

"Generate excitement about Douwe Egberts Coffee, and create a desire for a better coffee at home.".

My initial thoughts are that its an interesting brief. It's more of a marketing campaign where design can help generate interest in the product, rather than designing a brand/packaging etc. I'm looking forward to it.

So reading through the brief in college last night, I made a few notes about what I'm trying to achieve.  Its a campaign to raise awareness and generate interest in drinking quality coffee at home rather than go to Starbucks, Costa etc. I need to come up with a theme/concept that will encourage my target audience. Find a solution to get people interested.

Target Audience Coffee lovers, Coffee connectors. 25+, demographic classification ABC1, educated, a thirst for knowledge, curious, pursuers of pleasure, like to travel, experimental, foodies, passionate, love life, pay for quality.

I need to think about possible digital media I can go through. Social networking, apps etc. Make the brand trendy?! Modern, but not losing its heritage.