Kraft Foods

Kara Henry - Sr. Director, Mktg. Comm., Beverages
Luke Cole - Brand Manager
Greg Guidotti - Brand Director

TAXI Inc *Lead Agency

Ashley Conners - Sr. Strategist
Casey Espinoza - Art Director
Eleni Georgeou - Copywriter
Kate Horne - Account Director
Stephen Leps - Group Creative Director
Frank Sanni - Head, Planning

Trapeze

Starcom MediaVest Group

Shopper Arts Network

How do you take an unknown Swedish coffee brand, with a short history of direct-to-consumer distribution and no advertising, and successfully launch it into the competitive retail marketplace? With Starbucks and Dunkin outspending us 10-to-1, while also monopolizing attention through branded retail on every corner, we had our work cut out for us. By turning their ubiquity into a disadvantage (the ordinary "cup of Joe"), the campaign inspired millions to reappraise their everyday cup, and trade up to a "cup of Johan" (20% sales increase, category 6%).