Coffee bags are the more evolved successor to instant; offering the same level of convenience but delivering a much better quality cup. Taylors identified an opportunity to pitch their coffee bags as the better tasting alternative to instant that’s more convenient than a cafetière. However, awareness and perceptions of this new format were low and entrenched morning coffee routines presented a challenge in encouraging coffee lovers to change what they were used to.
We identified inconvenient coffee preparing moments where the equipment and time wouldn’t be available to make a quality brew the usual way; and given low awareness levels of the format, recognised the role of sampling in educating audiences on its ease. We therefore flipped the rules of FMCG launch by building fame from the ‘bottom up”: sampling first in commuter stations and branded experience at festivals, then phased ATL media in TV & OOH to build awareness.
The campaign not only launched a new product, but a new way to drink coffee. Awareness of the format increased by 8%; whilst Taylors’ volume share of coffee bags increased by 14% to 53% YoY, meaning Taylor’s now account for over half of all coffee bags sales in the UK and continues to grow.