| Title | SWEET DREAMS |
| Brand | MOKARICO CAFFÈ FIRENZE - FEINKOST KÄFER |
| Product/Service | MOKARICO |
| Category |
C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| 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 |
The Brief
Mokarico Coffee is a popular italian luxury brand that is only available through exclusive gourmet shops. Unfortunately, its decaffeinated coffee is less established. This should be changed with a promotion that is as attention-grabbing as it is economical. Our strategy was to target potential new customers with high culinary and aesthetic demands who do not wish to compromise healthy sleep just to enjoy exclusive coffee.
Creative Execution
The shape of the pillow in combination with its design allowed customers to see at first glance 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. The promotion earned us a lot of attention from the gourmet food customers and allowed us to move the topic of decaffeinated coffee consumption into their focus.
Describe the creative solution to the brief/objective.
Decaffeinated Mokarico doesn't just stand out with its outstanding flavor – it also lets people sleep well. In order to reach as many people with an affinity for high quality decaf as possible, we directly advertised in the gourmet foods aisle – with an attention-grabbing packaging that celebrates sleep itself: we use specially designed pillowcases as packaging, making kilo packages look like pillows on the shelves. The pillowcases were lovingly designed by different illustrators, and they all celebrate sleep.
Results
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.