The Coffizz Works! Product Launch 

Challenge

To launch and explain to consumers what Coffizz is – a new functional drink that gives you energy but isn’t an energy drink, looks like mineral water but isn’t just water.

Execution

The overarching goal of the campaign was to stand out from the competition and establish a dedicated, new space on the shelf – effectively creating a new subcategory: the healthy energy drink. The use of context-driven copy and bold typography had a very positive impact on brand perception. As part of the campaign, we created a wide range of contextually relevant content, tailored to the expectations, lifestyle, and motivations of consumers.

The communication was present across all brand-owned channels (and the umbrella brand’s channels), in digital and POS, and was further supported by TV campaigns.

Summary

Product benefits can be communicated through context, taking into account the lifestyle and needs of the target audience. Purely typographic campaigns can have a greater impact due to their distinctiveness. A carefully chosen narrative style positively influences the dialogue between the brand and the consumer.