12 nov 2009
douwe egberts ::: direct marketing
Strategy: The coffee brand Douwe Egberts wanted to sell more coffee. They based their campaign on the insight that every good conversation is held while having a cup of coffee. At home, at work or at a restaurant. So how do we sell more coffee? Simple: create more conversations.
Idea: Based on this strategy, Douwe Egberts launched the campaign “A good conversation starts with Douwe Egberts”. To support this campaign, they created the “conversation cup”. A coffee cup that helps you choose a conversation subject. Simply put your spoon in the cup and let it decide for you.
Results: The campaign led to a lot of heated conversations at the workplace and restaurants where they were distributed. They gave a great boost to the campaign “A good conversation starts with Douwe Egberts”.
Advertising Agency: Duval Guillaume Brussels, Belgium