Douwe Egberts

Instants

Business Challenge

Over the last four years we have helped drive consideration and trial for Douwe Egberts, as it looks to steal market share from the market leaders.

Pleasure Insight

Research showed that prospective Douwe Egberts customers were in a ‘Coffee Coma’ – defaulting to the brand leader without considering alternatives. The campaign had to disrupt them during their daily coffee routine with communication that would increase brand consideration, and ultimately drive trial.

Creative Execution

We’ve created a series of traditional and digital activations giving coffee drinkers a reason to reconsider their brand choice, in a number of different places and occasions. We’ve played on 250 years of coffee heritage and the depth of taste in Douwe Egberts, and most importantly introducing a reason to hesitate during the consideration process, through magazine sampling, sampling at outdoor picnic concerts, microsite design and build, and in-store.

Campaign Result

Douwe Egberts is now the fastest growing freeze dried coffee brand with 23% growth YOY and the second biggest contributor to segment growth YOY (Source: IRI 52 we 7 Aug 10).