Douwe Egberts has been roasting and blending coffee since Egberts Douwes opened his first shop in the Netherlands, in 1753. Since then it’s grown and become the third largest coffee roaster in the world. In countries like the Netherlands, Germany and France, Douwe Egberts ground coffee enjoys a commanding market presence, and in the Netherlands it outsells even CocaCola! Douwe Egberts came to the UK in 1984 with a range of instant coffees and two years later brought it’s ground coffees to market. With its established heritage in Europe and superior quality, Douwe Egberts Ground coffee quickly became the market leader in the UK. Never one to rely on its heritage, Douwe Egberts has been at the forefront of innovation, and created the single serve coffee segment with the launch of the Senseo system in 2001.
OUGD503 Responsive Andrea Hannah Cooper ‘Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home’
Over the last 10 years, Douwe Egberts have tried to maintain relevance with consumers, through new products such as the Inspirations range of Instant coffee, and the new-look range of ‘Lifestyle’ ground coffee. In the last year, we have also launched our new brand identity, with the hope of appealing to younger consumers. Most recently we have launched ‘The Flavour Collective’ – a range of three flavoured instant coffees designed to bring variety for coffee lovers and engage younger consumers with instant coffee.
Coffee, and more broadly hot drinks are becoming the territory of older drinkers, and that is particularly true for Douwe Egberts. Our main consumers are 50+ with very few younger people choosing to drink coffee at home. The brand in the UK has a retail value of £64m. The largest part of the portfolio is Instant coffee valued, followed by Ground coffee and then Single Serve Pods. The brand in the UK has a mission to ‘Challenge and disrupt the category by building a dynamic brand that consumers love’. The brand vision is to ‘Inspire and surprise shoppers and consumers to discover and explore the brand’s coffee experiences’.
History and brand of Douwe Egberts
As the world’s second largest coffee roaster, Douwe Egberts understands that one size doesn’t fit all when it comes to choosing a ground coffee. Because each coffee moment is different, Douwe Egberts has redeveloped its ground range to present an exciting new collection of gourmet blends and strengths to suit any occasion and all tastes.
· House Blend: for those who want a delicious ground that tastes perfect every day this smooth, full bodied European-style coffee is prepared with a classic blend of the finest beans. (Strength 3)
· Time Together: to accompany good company and great conversation, this deliciously spicy blend with a hint of vanilla and nut is ideal for those who get together Launching in store from the end of October, with friends over a coffee. (Strength 4) the range of six new ground varieties offers coffee lovers a selection of taste notes and · Café Milano: when only a traditional strengths. With over 250 years’ experience Italian-style coffee will do, this smooth, laidin blending and roasting, Douwe Egberts back blend with a hint of spice evokes the master blenders have expertly created each flavours of Milan and is perfect to relax and flavour through a subtle combination of the escape with. (Strength 3) finest different coffee beans:
· Flavourful Decaff: to reduce caffeine intake without compromising on taste, this smooth, full bodied blend with hints of vanilla and chocolate is expertly created with gently decaffeinated beans. (Strength 3) · Morning Americano: with a vibrant blend bursting with nutty flavour, this fullbodied and robust American-style coffee provides the perfect kick start to the day. (Strength 5) · Fired Up: for those who love to savour a rich, intense coffee this powerful, espresso-style blend is created with darkroasted beans to bring out the delicious, intense flavours of spice and chocolate. (Strength 6)
OUGD503 Responsive Andrea Hannah Cooper ‘Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home’
Drinking Douwe Egberts coffee at home
Supermarket competition
OUGD503 Responsive Andrea Hannah Cooper ‘Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home’
Coffee shop competition Nescafé
Starbucks
The NESCAFÉ Plan is a global initiative that brings together under one umbrella, the commitments of Nestlé which support responsible farming, production and consumption. To us it’s more than just providing the best quality in a cup - we go beyond the cup.
‘Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better.’ Today, with more than 15,000 stores in 50 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world.
Kenco
Costa Coffee
‘Everything we do at Kenco is about bringing you the perfect coffee experience.This means wonderful tasting coffee that’s great for everyone – for you, for the grower and for the environment. That’s why we make the whole process from bean to packet as sustainable as possible.’
‘Our mission has always been to save the world from mediocre coffee. Back in 1971 most people thought this was a noble yet hopelessly unachievable task. But every cup of our Mocha Italia blend created since then has helped us in our quest. Now we’re the nation’s favourite coffee shop, and yet another step closer to a world where bland, average coffee is consigned to history.’ Illy
Caffe Nero
illy is where experience, taste, scientific curiosity, art and culture come together to create a multidimensional and multisensory pleasure in the cup. You can find it in every bean, and in every visually striking espresso machine illy designs; in the illy collection of cups, the worldwide chain of Italian-style coffee bars; and in the skilled baristas.
The Caffè Nero philosophy is really very simple: Premium Italian coffee. A warm and welcoming atmosphere. Good food and great personal service. We aim to create a continental European coffee house atmosphere; an accessible, friendly place to meet up that has something of a ‘buzz’ about it.
Douwe Egberts & their competition
Considerations
The Challenge
- taking what is attractive about drinking coffee on the go and adding it into the home - playing along the idea of the existing product of a reusable “takeaway style” coffee cup made for use in the home - coffee shops and take away coffee serve the purpose managing to fit a coffee break into a busy schedule, so drinking Douwe Egberts coffee needs to not only be attractive for busy, young professionals, but also needs to be able to fit within daily routines - Douwe Egberts want to promote their coffee to a different audience, one which is younger than their current ‘older’ client base
- To get younger people to re-appraise or discover the Douwe Egberts brand. Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home using any form of communication you feel appropriate. Get younger people talking about Douwe Egberts Coffee in a positive way, and try to shake the ‘old-fashioned’ image, without losing the heritage and expertise. - The creative/campaign/product must bring a modern/contemporary feel to
- the product needs to be aimed at young professionals, who are educated, curious, pursuers of pleasure, like to travel, experimental, foodies, passionate, love life, pay for quality and have a thirst for knowledge
OUGD503 Responsive
the brand.
Proposal - creating a new product pack and accompanying website/application which brings the coffee shop experience into the home - including objects such as a take away coffee cup and other essentials for having “coffee shop” style coffee at home - the web element would have a focus on how coffee fits into a young persons lifestyle and schedule, showing the benefits of drinking coffee at home as opposed to in coffee shops, such as cost, time, etc
Andrea Hannah Cooper ‘Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home’
Concept & idea pitch