First ideas

Sample pods in packages to promote flavors

Facebook comments on coffee cups

Still the best after 250 years - coffee jar on said ageing though Egberts logos, coffee going up and down.

Anamorphic illusions

Share your coffee - app to share to facebook/twitter

No one knows coffee like we do

Coffee beans explode to song (classical) 1812 Overture - Tchaikovsky (Full)

Douwe Egberts Competition Research

Nespresso Commercial - George Clooney - What Else

I really like this idea of an advert, Clooney walks and gets an Nespresso, the two women start talking but you wonder if they are talking about Clooney or the coffee, as it turns out it is about the coffee. I find this quite a classy and well executed advert. There are also constant sequences of the coffee, some showing it being made, poured and drank.

I was made for loving you - Costa Coffee TV ad 2012

This advert by costa is quite amusing, the soundtrack "I was made for loving you" really fits in with the creation of the coffee. What makes it entertaining is the expressions used by the main character; they are funny and really make the advert. The shape formed by the people is then transfered to the coffee at the end of the scene which is quite a good way of tying it all together, it makes it seam as if those people were the coffee and thats what the coffee is saying.

Kenco Coffee Advert- 'Sack and Broom'

This advert uses a comedy factor to show and tell people about the different types of Kenco coffee, the advert uses very natural and earthy visual imagery (clothes, cup, sacks, environment , giving the impression that the coffee is rich and natural. I like the use of showing where the coffee is made instead of using an industrial type background. I could imagine that when drinking it you would think of this place and not a factory where it is packaged. The other adverts give an industrial type feel to the coffee's, there is no reference to where its made.

Douwe Egberts Advert Research

Reclame Douwe Egberts - Winter Efteling (TV commercial)

This advert exposes Douwe Egberts as drink at home drink, that warms you during the winter months, The advert gives off a very traditional feel which directly relates to the traditional aspect of the coffee . I dont think that they help themselves here as they say their coffee is usually thought of as a "special coffee that is brought out at christmas". This advert has a very Christmasy feel.

Douwe Egberts The Flavour Collective - I knew it

This short advert is broadcast in between the programe "friends", The advert features 2 spoons arguing, there is nothing in the advert or implied by the advert that would want me to drink their coffee after seeing this. Looking at the sort of people that the channel friends attract (16-30) I do not see how it would make them interested in the coffee, I have never watched friends but i would think that the advert would tie in with what the show contains.

Douwe Egberts Cinema Advert

This cinema advert I find very pointless, who is going to remember something like this after watching a film, i find it difficult to recollect trailers that were shown before a film, furthermore I very much doubt that the coffee is even sold at a cinema, an advert needs to make the audience want to go buy it and remember the advert. This particular advert looks similar to what a brand did with its makeup range, and at first this is what it could be mistaken for.

My target audience is 25+ however they also state that 18-30 happily spend money at a coffee shop rather than at home. So I need an advert targeted at 18-30 to people who would pay for quality.

Douwe Egberts Company Research

Looking at the facebook page for Douwe Egberts there was a post asking people to give one word that describes the coffee.  I think that having the names of people and the words that they use may have an idea in it.

Their current website does not really attract a younger audience, it's more focused at their current target audience of 50+ as with their product packaging

This is the logo that I will be using on any artwork/video I use, within the brief I have a branding guideline pdf which I need to stick by. I like the logo, the first thing that comes to mind is using it as a sticker/seal to go on packs.

The coffee packs use a variety of colours that symbolise what kind of coffee is in the pack, for example their gold range coffee has a gold packet, their Brazilian Samba coffee is in a red design packet giving the impression that its a spicy coffee.

Douwe Egberts also have a twitter page, I think that I could incorporate this element into an advert: Sharing coffee.

The Egberts Van was used to spread the word of the "flavour collective" range of coffee by giving people free samples of the coffee. Perhaps having samples within a pack so people could try another flavour.

Brief analysis

I have the option to create a campaign, new product, new packaging or communications idea.

I am liking the idea of creating a campaign that is centred around a new packaging design, I want to create a video which shows off the design using creative visuals and camera techniques.
I need to create a campaign that is suited to younger audiences 18-30, for this I will need to look into and research how existing companies try to communicate their products to a younger audience.
When coming up with a design I will need to think about how I will use the design across different medias - Web, Tv and Printed artwork such as posters, packaging and coasters.
I need to present Douwe Egberts as contemporary meaning that it needs to fit in with the current time: modern, yet retaining its heritage and expertise. So a modern design that keeps the Douwe Egberts heritage (values, traditions) and it's expertise (250 years).

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.

Overall I need to target 25 year olds to make them want to drink coffee at home using a new campaign, packaging idea while keeping the Douwe Egberts heritage and expertise.

Douwe Egberts

I have decided to go with the Douwe Egberts brief, the brief is very open to what I can design. I am wanting to create a short advert for the coffee as well as some packaging designs.

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.

Brief shortlist

The briefs that I have chosen to look into further are:

Forestry Commission England

"Create a campaign to raise awareness of the various outdoor activities the forestry commission provides"

1. Raise awareness of outdoor activities.
2. Engage with a younger audience
3. Any platform - able to transfer online (social media) PR newsletters
4. Small budget
5. 16-25 years old

"How can we attract people to think about Foresty Commission sites as an offer they want to visit, enjoy and more importantly repeat their visit, or even visit another site?"

British Eurosport

"The challenge is to promote the channel's experience and knowledge to capture viewers for the biggest race in the world against from ITV."

1. 30 second TV spot, 5-6 pack shot of supplied logo.
2. Mention 100th tour de France
3. How it would be used online, banners, etc.
4. Strong British interest
5. Hardcore cycling fans, Event fans, 18-55, Very technology savvy, large disposable income

"Give the audience an authentic reason to choose the British Eurosports channel."

Douwe Egberts Coffee

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

1. New product, new packaging or communications idea.
2. 250 Years, For the love of coffee, No-one knows coffee like we do
3. Shake the old fashioned image
4. Create a desire for better coffee at home
5. Younger customers - increase there awareness of Douwe Egberts, 18-30, ABC1

"To get younger people to to re-appraise or discover the Douwe Egberts brand."

I have chosen to shortlist these three as two (Egberts, Eurosport) do/can include video elements, the forestry one is for any platform but must be transferable online and in newsletters. I did not specifically choose them because i can use video elements, I went more along the lines of choosing something that could be interesting and had useful supplied content. The Eurosport and Coffee briefs are the ones that I find most interesting.

Choosing a YCN Brief

For this project I have a selection of 16 briefs to choose from. They are part of a competition hosted by YCN.  I will read through each brief and shortlist three briefs, with these three I will then read them closely and look at the content in which the client has supplied.

I want to do something that I have not done much of before, such as a video based project, I want to do a  project in which I can get a lot out of. I will keep this in mind when deciding a brief.