| Title | SWEET DREAMS |
| Brand | MOKARICO CAFFÈ FIRENZE - FEINKOST KÄFER |
| Product/Service | MOKARICO |
| Category |
B03. ILLUSTRATION |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Offiter |
| Andreas Balog |
Serviceplan |
Creative Director |
| Nicolas Becker |
Serviceplan |
Creative Director |
| Michael Schoepf |
Serviceplan |
Copywriter |
| Walter Ziegler |
Serviceplan |
Art Director |
| Sara Haase |
Serviceplan |
Account Director |
| Rabea Senftenberg |
Freelancer |
Illustrator |
| Mathis Rekowski |
Freelancer |
Illustrator |
| Jon Frickey |
Freelancer |
Illustrator |
| Shari Bremer |
Serviceplan |
Screendesign/Agency Producer |
| Sebastian Kindermann |
Serviceplan |
Producer |
Brief Explanation
Decaffeinated Mokarico doesn't just stand out with its outstanding flavor – it also lets people sleep well. In order to attract attention in the gourmet foods aisle we emphasize this benefit with an eye-catching packaging idea.
The Brief
Mokarico Coffee is an italian luxury brand that is only available through exclusive gourmet shops. The brief was to create an intelligent promotion to increase sales of decaffeinated Mokarico coffee and attract new target groups.
How the final design was conceived
We use specially designed pillowcases as packaging, making kilo packages of coffee look like pillows on the shelves. The pillowcases were lovingly designed by different illustrators, and they all celebrate sleep. This special design in combination with the shape allowed customers to see immediately what they would get inside the package: perfect sleep.
The first illustration depicts a fantastical dream journey. The second shows "unemployed" sheep that just want to be counted again. The third illustration addresses international lullabies, all of which end prematurely.
And since all cases come in standard sizes, they can simply be used on real pillows.
Indication of how successful the outcome was in the market
The Special Edition was limited to 1,200 units, which were already sold out after half of the two-week promotion phase had passed. Feinkost Käfer increased their sales of decaffeinated Mokarico coffee 3,4-fold – and also benefitted from huge, positive customer feedback. A number of design blogs also reported on the promotion.