SHOPPER / OOH / TV / DIGITAL / SOCIAL
Moccona was facing competition from Nescafe through increased media spend and price promotions. Knowing that Moccona had strong brand awareness and that many instant coffee drinkers showed only weak loyalty, our challenge was to create an extra reason to buy at the point where the decision was most critical – the shelf.
Wake up in style. A partnership with Peter Alexander celebrating the iconic Moccona jar with four bespoke designs. The campaign was designed to build Moccona’s ownership of the indulgent morning occasion, build on the memory structures associated with the jar, and, vitally, create awareness at shelf.
Supported with TV and out of home the campaign secured unprecedented retailer support with 744 off location displays over 6 weeks, over 4 million social impressions and a sentiment score of 97/100.