Advertising/Marketing Campaigns

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.

http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands

http://www.theguardian.com/media-network/media-network-blog/2013/aug/06/coke-debranding-name-dropping

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.