Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Brand Extension

Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Brand Extension

Article excerpt

WINNER

Brand: Kenco Millicano

Agency: JWT London

Coffee culture in the UK has become increasingly sophisticated, with consumers demanding more from their coffee brands. Some drinkers recognise ground coffee to be superior to everyday instant and are keen to offer the 'right' coffee in a social setting, although they lack confidence in making coffee and dislike the hassle involved. Kraft Foods aimed to bridge the gap between the taste and image of what people refer to as 'proper coffee' and the convenience of instant, with the launch of Kenco Millicano Wholebean Instant.

The product has revolutionised supermarket coffee aisles and answered an emerging consumer need - to combine the convenience of instant coffee with a quality and taste reminiscent of roast and ground. The first new coffee format on shelf for 40 years, the 'Wholebean Instant' product is a mixture of ordinary freeze-dried coffee and finely milled wholebeans.

This delivers an aroma and mouth-feel that is much closer to that of a roast and ground coffee. …

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