PROJECT DETAILS
Emmi CAFFÈ LATTE had long held the #2 spot in the chilled coffee sector but faced growing competition from similar brands. Emmi CAFFÈ LATTE wanted to re-establish themselves as the perfect accompaniment to Summer, and increase penetration amongst consumers by reinforcing the fact ECL is made with REAL, barista-quality ingredients.
CLIENT
Emmi CAFFÈ LATTE
ROLE
ROLE
Lead creative, art direction, design direction
The challenge
In order to standout from their competitors, ECL wanted an impactful campaign which served to promote their product as the perfect on-the-go refreshment for hot summer days. The pack needed to stand out from the competition and encourage social sharing.
IDEA 1
After the year we’ve had, we don’t just need good coffee this summer; we need feel-good coffee. Nothing but a carefully crafted, barista quality iced coffee will do. And that’s where Emmi comes in… the real good iced coffee, bringing the real feel good vibes to summer.
Share the #realgoodvibes this summer
IDEA 2
With everyone set to finally meet up, get back to the office and enjoy the outdoors again this summer, let’s celebrate getting back to reality with real moments, real people and real coffee, with an engaging on pack promotion.
#keepitreal
SOLUTION
Emmi championed IRL moments, with product sleeves that delivered a tongue-in-cheek dose of reality, proximity media that speaks to real people, and the chance to WIN 100’s of IRL experiences.
