Here are the final designs for my campaign. I feel that the stencils will generate interest. My research showed that people like personalised products. Hopefully the message this campaign sends is that you don't need to go out for coffee, you can indulge yourself at home. I've used the tagline 'Be your own Barista' to enhance this concept. I feel that interest generated by this campaign would in turn get consumers interested in other Douwe Egberts products.
My overall aim for the stencil is to generate interest through social media. On twitter using a #destencil to share pictures of their coffee. Its the best way of advertising (and its free!!)
Its becoming increasingly clear that use of recycled materials for packaging is becoming more and more popular. I like the thought of using recycled paper bags (kraft).It has a natural, eco friendly feel that I think people can relate to. Wanting to do more for the environment. But it also makes the product stand out on a shelf.
I found an interesting article on why we have moved to more environment friendly packaging.
I've decided to use a Kraft paper bag as my packaging.
Initial packaging idea. I warped the Senseo logo so it would kind of wrap around the stencil. The stenncil would be held on by recycled sticky tape material. I like the way the actual product information 'Cafe Latte...' is laid out on the original packaging so I'm going to keep that very similar. Used a recycled texture background but I don't think this will look good on the bag. Not really sure about this design. I don;t like the way the logo is warped. As I thought, it doesn't really stand out on the bag.
Next, I have just tried a plain white background, but again, it's not really standing out. I think I need to bring in the colours that are seen on the original packaging to distinguish what product it is.
Use of colours. I like the use of colours and need to develop this further. I think the Douwe Egberts logo could be slightly bigger.
Development.
I really like this design. I've put the Senseo logo back to its original position and I've made use of the colour. I think this packaging would stand out on the shelf.
I like the idea of personalisation. It feels like you have something special and unique and your own so my first thought is to produce stencils with names on. It encourages people to buy the brand again to receive their name. I've found a nice typeface for the stencil called 'Great Vibes'.
Its quite similar to the Senseo logo.
I've just done a quick test in Illustrator to see what the stencil would look like. It doesn't look much, but I like the simplicity. It's not overcomplicated.
Next, I wanted to see what it looked like in a cup of coffee.
I really like the way this has come out. Another idea I had was to produce famous faces.
Really happy with the way they have come out. Now I need to move on to the packaging and the way the stencil will be displayed.
I'm going to have to use the Senseo range as this produces frothy coffee suitable for the stencils. The pictures below show the current packaging. I want to produce a limited edition packaging in which the stencil is incorporated. I mentioned this before when looking at the history of Douwe Egberts. The Senseo logo on the packaging actually looks like its been placed in the cup of coffee, like a stencil. I could work this into my design for the packaging. Want to keep it simple and quite similar to the original packaging but with a special 'limited edition' touch.
Looking through the adverts and thinking what makes coffee houses so popular, I like the thought of developing one of my original ideas - the coffee stencil. Maybe free with the Senseo range of Coffee pods. I feel like I will have to redesign the packaging so the stencil will fit in. Douwe Egberts prides itself on its heritage so I would like to incorporate that when designing the packaging. As for the stencil, something with a modern twist. I had a quick look on Douwe Egberts facebook page and saw examples of coffee stencils being used in their advertisements.
I think I could develop this idea to create a younger interest in Douwe Egberts and Social Media could help with that.
I did a search on Google images and there seems to be a lot of interest in the coffee stencil, which leads me to believe people would like this free with their next purchase of Douwe Egberts coffee.
I wanted to have a quick look at what brands do to generate interest in a their products. The one that comes to mind straight away is the 'Share a Coke' campaign. An ingenious idea to put names on the small bottles. When I first saw it, I wasn't enamoured, though it was just for the teens, but weeks later I'd find myself scouring through the bottles trying to find my name, friends names, family names, subsequently buying about 10 bottles without realising.
Simple but so clever. Maybe I can incorporate something like this into my idea. People like personalised stuff.
It was classed as de branding. They took the Coke name off the bottle and replaced it with 150 popular first names. I found an interesting a couple of interesting articles on why it worked.
I thought I best look at other Coffee campaigns throughout the years to see made tem so popular. The most recent one that comes to mind is the Nespresso ad with George Clooney.
Another one which I can remember from when I was younger is the Gold Blend adverts, which saw a story throughout the six instalments of different adverts. It got people interested in the coffee and story behind it. A lot of it was indulgent, but people want that from a coffee that you can have at home. I like the idea of indulging a bit and treating yourself.
I'm going to take a look at campaigns for more recent coffee chains to see what they offer.
Costa Coffee
Funny advert, with a sense that your coffee is made with love, care and attention. OK, its only coffee, but you can make it with much more love, care and attention at home (and for less money)! I particularly like the idea of the heart in the cup at the end of the advert. This goes back to one of my initial ideas of coffee stencils. Its indulgent and you feel like you've got something special.
I had a look at Guerilla marketing techniques for coffee and found some really clever and interesting ones.
Looking through the adverts and thinking what makes coffee houses so popular, I like the thought of developing one of my original ideas - the coffee stencil. Free with the Senseo range of Coffee pods. I feel like I will have to redesign the packaging so the stencil will fit in. Douwe Egberts prides itself on its heritage so I would like to incorporate that when designing the packaging. As for the stencil, something with a modern twist.
