Brief 11

11 Brief Title

The Brief

Solution

Evaluation

Nescafe Azera

Create a new product, in-store promotion and social media campaign for Nescafé Azera

Flavoured milk. The perfect way for people to take their coffee drinking experience to the next level. The flavoured milk product aims to make people’s coffee better and a result their morning better. This ambition was the focus of the campaign to run alongside the product release. We felt it was important the campaign had concrete links to mornings at every level.

We named the campaign #BetterMorning - the campaign gives Nescafe Azera the opportunity to give give give and become part of the community. Rather than being seen as just another product on the shelf/in the fridge.

I really enjoyed every part of this brief, what started as an unexpected, last minute collaboration a day before the YCN submission deadline turned into a project I am very proud to show in my portfolio. Working to a tight a deadline as we did is a good sign for our survival ability when working in the industry.

Brief Type Competition - YCN Student Awards

Collaborators Joel Burden

Background Millions of coffee lovers are becoming baristas in their own homes following the introduction of NESCAFÉ AZERA, a new way to look at instant coffee. Through combining a tasteful blend of instant coffee and finely ground, roast coffee beans, we are able to deliver a true barista style beverage, with all the aroma, taste and look of a coffee-shop coffee.

In terms of outcomes, the product and campaign work. It is an integrated campaign which would definitely work and have people engaged with the brand. I have negatives to say about this brief, the collaboration was a joy, we are planning on pitching the product and campaign to Nescafe this summer.

Considerations What would make somebody change the coffee they drink.

Joel and I didn’t believe that repackaging an existing product would help the brand reach a new audience. For this we looked into consumer psychology and current trends in coffee-forretail products. We know the product needed to be something people would want to share with friends and work colleagues.

David M Gaskell

OUGD603

Brief 11

1/5

Bud Light | 2014 Super Bowl XLVIII Ad | “Ian Up For Whatever”

Research

David M Gaskell

What I did

Why I did it

How the research informed me

We looked at the design problem from a different angle, working from the campaign backwards. Primary research was completed in reading a book about how to effectively tell a story through social media.

I wanted to understand how to effectively promote through social media. The BudLight campaign is relevant as it promotes a product in the food and beverage industry.

The BudLight advert from this years superbowl was used as the main reference. Not for any visual, not even for a specific mechanic, more so that the advert never sells BudLight as a tasty beverage. This is something we needed to take from, rather than selling coffee as a drink, sell the experiece.

Heighten the experience of drinking coffee and people will listen. This advert, with Vaynerchuck’s give give give, take strategy is at the heart of how we answered the brief.

OUGD603

Brief 11

2/5

Naturally Infused Milk designed especially for coffee.

The coffee shop generation have become used to quality, this should be no different at the home, during the commute, at the office or after dinner. This range of naturallyinfused milks based on the most popular flavoured lattes, provide that extra special top to any cup of Nescafe Azera.

Development

Idea development

Concept

Progression

As somebody who despises coffee I was able to take a fresh look at the brief. Working with Joel, and experience coffee drinker (up to 25 cups of coffee in a single day) benefitted me greatly. We went with a ‘better morning’ direction - looking at a cup of coffee as an experience rather than a product.

Flavoured milk to give you a better coffee and morning.

The product needed to be supported by an in-store, print and social media campaign.

It was a unconnected product that led us to the idea milkshake, and how that could connect to making a person’s morning coffee a better experience.

David M Gaskell

OUGD603

Brief 11

3/5

Outcome

Concept

Who is it for

Why it works

Flavoured milk to give you a better coffee and morning.

The product is for coffee enthusiasts. The campaign is for anybody who knows somebody they feel deserves a better morning. Anybody who has an overworked mother, a friend who is going through a bad time or a relative divorcing their fifth husband.

The product is simple, it makes sense and is something people will want to try. The campaign works as it is an opportunity to give your loved ones a better morning, and everybody would like to do that given the chance.

Supporting campaign You tweet your friends with their perfect morning followed with #BetterMorning. NescafĂŠ make that better morning a reality and post a video of the event on Youtube.

David M Gaskell

OUGD603

Brief 11

4/5

#BetterMorning You tweet your friends with their perfect morning followed with #BetterMorning. NescafĂŠ make that better morning a reality and post a video of the event on Youtube.

Outcome

David M Gaskell

In-store

Print

Social media

A milk float is used, to stay within the #BetterMorning theme.

This can also be used as a direct mail promotion, with Nescafe deilivery milk to unsuspecting homes.

The print campaign theme is things that can be a minor convenience in the morning. Coffee-stained shirt, oversleeping, missing the bus, toothpaste on top lip are all suitable visuals that can be used in the print campaign.

Socail media campaign that uses Twitter and Youtube. Twitter as the instigator and Youtube as the follow-up.

OUGD603

Brief 11

5/5