When you are presented with the task to create a comprehensive and thorough campaign for all the brands within a house, even though the house is focused on only one type of product, you know that the word challenge seems too polished and mellow a word to be quite adequate.
FCB Afirma Belgrade recently faced such a test – exciting, but with a host of dangers – when Grand Kafa asked them to design and carry out a comprehensive marketing campaign that would embody its corporate strength and accurately present the spirit of the corporate brand, which is composed of many important and beloved individual brands.
FCB Afirma said they were looking at a small Gordian knot: “On the table was a story of timelessness, tradition and heritage, but also of youth, speed and modernity. How do you tell a story that harmoniously connects them all? How do you find a common language that will be understood by such diverse generations and their worlds?”
Fortunately, there was a thread that ran through the keyhole of time and space – the thread of warmth and intimacy.
“This thread, which connects both others and ourselves, is something that pervades Grand Coffee in every respect, both in the way it functions, and in the way it communicates with its customers. Whether it is about customers who like tradition and constancy, or youth who can scarcely be bound by one thought or one place, Grand Coffee knows the way to their hearts through a cup of coffee,” FCB Afirma said.
This was the cornerstone of the campaign. At this point all the pondering turned into pure pleasure.
They started with a grain of coffee and its journey from the sunshine to the cup, and the most beautiful moments of enjoying coffee. “In this seemingly small and fragile grain was hidden the tremendous force of everyday life – it became a metaphor of all life stories, the very real, small miracles that each of us creates in our lives every day.”
Grand Kafa, as the undisputed leader in the regional coffee market, can speak with authority about its insights into the most diverse tastes of life. It constantly searches for them and constantly finds them with its various coffees. And so it was natural for the campaign to adopt the slogan: “Every life has its own aroma and taste.”
“This is a truth as universal as the world itself, and yet as unique as the spirit of this company – a company always devoted to innovation, modernity in tradition and stability in the modern, a company in which warmth and closeness are constantly fostered and carefully nurtured,” is the message from FCB Afirma and Grand Kafa.
