Description

CHALLENGE:

In a market driven by price promotion, the challenge was to build brand affinity and value to ensure shoppers believed Moccona was worth paying more for.

IDEA:

Inspired by Moccona. Created by you. Tapping into the existing trend for upcycling we showed inspirational ways the iconic Moccona jar could be upcyled, building added value and giving shoppers an additional reason to purchase.

RESULTS:

With OOH supported by digital, social and influencer programmes the campaign drove increased brand affinity with 56% thinking differently about Moccona (norm 37%) and overall recognition increased with digital recall at 185% above norm.

Role

Art Director

For

JDE