PAULIG MUKI - A SMART COFFEE CUP THAT IS POWERED BY COFFEE
| Title | PAULIG MUKI - A SMART COFFEE CUP THAT IS POWERED BY COFFEE |
| Brand | PAULIG |
| Product/Service | PAULIG |
| Category |
G01. Branded Tech Online |
|
Entrant
|
TBWA\HELSINKI, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
Credits
| Juha-Matti Raunio |
TBWA\Helsinki |
Vice President |
| Sanna Wester |
Viestar Ltd. |
Project Manager |
| Miika Kumpulainen |
TBWA\Helsinki |
Associate Creative Director |
| Umberto Onza |
TBWA\Helsinki |
Product Designer |
| Daniel Julier |
TBWA\Helsinki |
Product Designer |
| Esko Räsänen |
TBWA\Helsinki |
Senior Developer |
| Mikko Paasto |
TBWA\Helsinki |
Senior Developer |
| Miika Pärni |
TBWA\Helsinki |
Senior Developer |
| Antti Sinisalo |
TBWA\Helsinki |
Art Director |
| Juhana Hokkanen |
TBWA\Helsinki |
Creative Technologist |
| Juuso Kalliala |
TBWA\Helsinki |
Copywriter |
| Lauri Käkelä |
TBWA\Helsinki |
Jr. Product Designer |
| Milja Hakala |
TBWA\Helsinki |
Project Director |
| Mikko Köykkä |
Mikko Köykkä |
Technical Designer |
| Andrei Papshev |
Chipital Ltd. |
Technical Project Manager |
| Gennady Nosenko |
Firstline Software Ltd. |
Head of Mobile Development |
The Campaign
Coffee is by its nature social drink, but people’s social behavior has changed a lot. To win the hearts of the "soda generation" and raise next generation coffee drinkers we needed to make takeaway coffee moment more social again. We did this by connecting the cup to their most personal device - smart phone.
Muki is a coffee cup with an e-paper display that's powered by hot coffee. It makes your coffee drinking exciting and social by allowing you to upload pictures onto your Muki or to send them to your friends' Mukis. To upload an image, you'll just need to fill the Muki up with hot coffee. Muki comes with an app lets you control the pictures and send them to your friends' Mukis also.
Creative Execution
Paulig Muki concept was first published to the audience in April 2014 and it created so much buzz (worth 4 312 000€) that Paulig founded a business unit for Muki. It took over two years for the advertising concept to became the real deal. A real product was first introduced in the Slush event (http://www.slush.org/) in November 2015 and we started the beta-testing with 100 people from 19 different countries right after the event. Paulig Muki finally launched the real mass produced product on 15th June 2016 for the EU markets. Paulig Muki can be bought from both ecommerce or brick and mortar stores.
Brand innovation like Paulig Muki is a great example of today's brand behaviour that is most effective brand building. The ROI of this project will be determined from multiple KPIs; 1. earned media 2. sales of the actual product 3. New brand cooperations 4. New markets 5. Brand value.
We are really proud that Muki didn't end up in the pile of nice innovative idea that was never launched as a real consumer product and this year's Christmas sales will show us the full potential of the product itself. The start is really promising as the first production batch is almost sold out well before Holiday season has started!
Making coffee cup smart allows us to collect information about people's coffee drinking habits (frequency, time, place, coffee temperature etc.). We have also developed an open version of the Muki API so that developers can play around and further extend the social and utility aspects of Paulig Muki.
In 2014 when we published Paulig Muki concept our main target group was 15-24-years-old next generation coffee drinkers. We have learned during the trip that Paulig Muki has many different target audiences since it is a gadget that will make coffee moment's more special.
Muki is not hear to save the world. It's mission is to make coffee drinking moment just a little bit more enjoyable, which makes it also a great gifting product.