Case Studies
Kenco
Kraft has marketed Maxwell House coffee throughout the western world and its progress was beginning to seriously decay. Orthodox qualitative research had continually shown that consumers wanted a soft, easy, kind coffee close in taste to its aroma without aggressive bitterness.
When we researched coffee consumption we found that the consumer falsely associated the powerful, bitter, earthy roasted notes of coffee with caffeine and as a result, the more those tastes were available the more the coffee delivered alertness and re-vitalisation. Maxwell House, because of the absence of these characteristics, had a placebo effect and did not re-invigorate because people did not believe caffeine to be seriously present.
We created a full taste brief for Kenco, which was at that point a brand selling as Ground Coffee. We suggested that they utilise the Ground brand name, took its qualities into instant coffee and produce a coffee to the very detailed taste profile we recommended. The result has been the fastest, most successful instant coffee world-wide brand and serious in-roads have been made into Nescafe brand sales throughout the world. This piece of work also won an IPA Marketing award for this creativity of thought.
