TASSIMO DIGITAL CAMPAIGN
CREDITS
Client: TASSIMO Canada
Role: Digital Copywriter
Art Director: Valentine Makhouleen
Creative Directors: Carlos Garavito and Janet KestinTASSIMO, the Kraft Canada single-serve hot beverage maker, was struggling with low brand awareness and increasing competition in 2010. Kraft realized that category-building efforts were no longer enough to maintain its brewer’s leadership within the on-demand category.
Ogilvy & Mather’s idea: find a way to connect the dots between this brewer’s claim to fame—the T DISC with a barcode—and the perfect beverage.
The solution was to bring the barcode to life. Literally. The TV campaign would zoom into the barcode so you could see that it’s made up of people wearing black or white, and they have a lot to say about creating the beverage perfectly. And “The Barcode Brews it Better” campaign was born.
Media started in May 2010, and while Ogilvy and Mather focused on TV, cinema, print, and in-store, OgilvyOne focused on e-newsletters, a website, augmented reality, and digital ads.
Website Homepage
Augmented Reality
Event Door Knockers
Results:
For 2010, brewer sales were up 143% to 235,000, and TASSIMO took over as Canada’s favourite single-serve brewing system. Sales of T DISCS increased 66%, equal to an incremental $13 million. It worked so well, sales goals were exceeded by 90%.
Not to mention, TASSIMO became the most mentioned coffee brand in Canada, dominating 87% of coffee share of voice online. Online conversations totalled 5,000+ and helped create 49 million impressions. TASSIMO outperformed the competition, with overall brand awareness increasing from 52% in Q4 2009 to 75% in Q4 2010
Lastly, the campaign won a CASSIES Silver for Best Integrated Program, was awarded the Golden Brewer Award from Kraft Foods Global for the most effective campaign within Kraft Worldwide, and the campaign was used as a case study by Scott Stratten in his book UnMarketing.
Just want the big numbers?
48M Impressions
87% Coffee Share of Voice
5,000+ Online Conversations
