Crafting Breakthrough Advertising for the Morning Brew

Challenge

Helping a leading coffee brand create compelling and breakthrough advertising that would drive relevancy, consideration, and growth.

The client had developed two distinct creative territories, and needed to make a decision. They needed to understand how each territory brought their strategic intent to life and how they resonated with their target audience. The goal was to evaluate each territory on key metrics such as relevance, uniqueness, tonality, brand fit, credibility, and ultimately, the impact on the brand.

Approach

To explore the potential of each creative territory, we conducted a series of immersive focus groups with coffee drinkers (both loyal drinkers and non-drinkers). Participants first completed a pre-task to understand perceptions of popular coffee brands before we dove into the sessions. During the sessions, we delved into their reactions to each territory, using a mix of visual stimuli, mood boards, and narrative storytelling to bring the concepts to life. We were able to guide the conversation in a way that was not simply focused on picking a winner, but evaluating each concept for what it did well and what could be improved

Impact

Armed with these insights, the client was able to refine both territories to create a campaign that resonated across their diverse audience. The final campaign not only drove relevancy and consideration but also reinforced the brand’s position as a leader in the coffee category, setting the stage for sustained growth.