TV / IN STORE
Kenco Eco Refill '100%'
Client: Kraft | Agency: JWT London | Role: Senior Copywriter
Brief
Persuade people to switch from buying coffee in glass jars to Kenco's new Eco Refiil Pack which use a staggering 97% less packaging.
Idea
Instead of the usual preachy eco message, I decided to take a lighter approach with 'We tried 100% less packaging, but settled for 97% less', and proceeded to show the chatoic consequences of that...
Results
The TV ad was the most recalled of the month according to The Nielsen IAG survey, at a 72% recall rate. (This survey measures the percentage of viewers who can recall the storyline of an ad within 24 hours of seeing it).
INSTORE EXECUTIONS
Since this idea is about buying the coffee - the pefect place to take this campaign idea was instore.
COFFEE PILE GROCERY DIVIDERS.
To make an impact in supermarkets, we created coffee pile grocery dividers.
SHELF COFFEE PILES.
Models of coffee piles were placed on supermarket shelves.
WINDOW STICKERS
To grab passing people's attention, we created window stickers of coffee piles.
TROLLEY PILES
And we used the medium of the trolley to place inside a special coffee pile cut-out.
FILTER...
