Background to the brand:
Roasting blending coffee.
First shop in the Netherlands 1753.
Third largest coffe roaster in the world.
Arrived in the UK - 1984 - range of instant coffee's
2 years later brought ground coffee to the market.
Established heritage in Europe - superior quality.
Ground coffee quickly became market leader in UK with ground coffee.
Forefront of innovation - single serve coffee segment with senseo system 2001.
Range of instant coffee over the last 10 years.
New range of lifestyle coffee.
New brand identity - hope to appeal to younger customers.
The flavour collective - three flavoured instant coffee - bring variety for coffee lovers.
250 Years - synonymous with high quality coffee.
largest dedicated players in the industry.
7,500 Employees.
Built on decades of of experience.
Sample different varieties of coffee are the primary drivers of growth
Becoming territory for older drinkers.
Current customers 50+, very few younger audiences.
Uk brand has a mission - "challenge and disrupt the category by building a dynamic brand that consumers love".
Brand vision - " inspire the surprise shoppers and consumers to discover and explore the brands coffee experiences".
Brand positioning - "Coffee is one of life’s pleasures. Here at Douwe Egberts our master blenders draw on 250 years of experience to bring you the distinguished coffee experience you deserve."
Brand essence - "No one knows coffee like we do."
The brand behaviours - "Passionate, confident, daring, knowledgeable, expert, optimistic, authentic, warm, trustworthy, engaging, ‘Challenger’, brave, modern traditional, premium, versatile, loyal.
Brand assets: Heritage (250 years of expertise), roasting and blending expertise, the brand name, iconic packaging, master blenders.
The brand acts as a ‘Challenger’ brand, believing ideas are the currency that fund growth, they outsmart rather than outspend.Trying to do more with less is a thought central to the brand’s ‘Challenger’ approach. As the brand isn’t market leader they make sure they make their stamp by being ‘Thought Leader’ in the category.
The challenge:
Coffee is becoming ever-more sidelined at home, and the coffee shops are picking up that custom. Douwe Egberts coffee has a lot of ‘love’ from people, and a high awareness of the brand name, but people tend to associate it with their parents and grandparents, and the special coffee that gets bought at Christmas. Because of this, the DE brand is seen as old-fashioned, out of touch, and irrelevant to consumers. Whilst our 250 years of heritage are what make us special, it also makes us look old!
We have recently become a pure-play coffee & tea company, DE Masterblenders 1753.
This means that now we are totally focussed on creating excellence in every cup of coffee we make.We employ some of the best blenders, roasters and tasters in our business, who live & breathe coffee every day. See the links section to find out more on our website.
The brief:
Develop a creative campaign, new product, new packaging or communications
idea for Douwe Egberts in the UK to appeal to younger consumers, to increase
their awareness of Douwe Egberts and ideally have a theme that can extend across different media.
It needs to present Douwe Egberts as a brand that is contemporary, without losing its heritage and expertise.
We know that people in the 18-30 age bracket will happily spend their money in a Starbucks or a Costa, but not drink coffee at home.
The challenge in this brief is to find a way of making coffee drunk at home as appealing as coffee drunk in a coffee shop.
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.
Mandatories:
The DE logo (red seal + wording) must be used.
The creative/campaign/product must bring a modern/contemporary feel to the brand.
Supplied Artwork.
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